In France branded entertainment often takes the form of web documentaries or web series that rely heavily on the media buy to be seen, their organic engagement power being limited.

Whiskas own one of the leading French couponing websites for cat food: www.unamourdechat.com. The brand wanted to go beyond this 'pull' approach (from the consumer standpoint) and find new ways to send coupons to cat owners, in a soft push manner, i.e. making the promotional push feel natural. Whiskas being the brand of 'care', it felt natural that it would offer a service to measure the happiness of cats and tie it to the benefits of both the cat owner and her pet.

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