Cat videos have collectively received hundreds of millions of views cementing cats as the rock stars of the internet. So when Litter Genie launched their new litter disposal system, we decided to turn these rock stars into literal rock stars by making cat music videos. Each has an original score, that explains how the product works as well as several digital pieces that extended the films beyond the typical web video and into a full digital campaign that was perfect for our cat-obsessed audience.

We launched the campaign by taking a trip through music history hitting on the most iconic genres. Beginning with the late 60s, the psychedelic rock era, and launched “I Haz a Catnip in Mah Head” using paid media banners and creating a partnership with the Cheezburger Network (the unofficial home of cats online) so fans could make rock stars of their own cats. We then went to the hairspray and leather pants of the 80s with “I Haz a Pie Row Tek Nik” followed by the New Jack Swing 90s with “Me Luvz Mahselfz” Upon the launch of “R&B” we gave fans a chance to rap with our leading cat, Walter, and some famous rappers, Big Boi and T-Pain.

The campaign received numerous mentions in the press, including the New York Times, Fast Company’s Co.Create, and many internet humor sites like Funny or Die and Reddit. The videos received millions of views and pet stores and big box retailers across the US sold out of Litter Genies.