SOURCE: Dailybreak Media

Dailybreak Media

November 05, 2013 10:00 ET

Cat's Pride Chooses Dailybreak Media to Spearhead Interactive Halloween Challenge and Spur Consumer Action

New Program Follows Dailybreak's Success Driving Customer Engagement for Cat's Pride "Fresh & Light" Products

BOSTON, MA--(Marketwired - Nov 5, 2013) -  Dailybreak Media, the native engagement platform designed to drive brand participation and consumer action at scale, announced today its latest partnership with Cat's Pride® to connect with new and existing customers via a highly-interactive Halloween campaign. The innovative challenge will generate continued awareness and sales of Cat's Pride's Fresh & Light® cat litter products, following on the success of Dailybreak's initial campaign that recorded over 29,000 user engagements.

Dailybreak created a consumer-initiated experience which encouraged users to engage with the Cat's Pride brand while learning more about the company's lineup of lightweight premium clumping litter. The "Meow-lloween" campaign features branded videos and trivia that culminates with a user-driven photo contest of costumed felines. Visitors to the campaign site are able to share their submissions with family and friends via social channels, while a coupon voucher and store locator drives consumers in-store for purchase.

This past summer, Cat's Pride initiated its first campaign with Dailybreak, delivering results that were six times more effective against key performance indicators (KPI) than any other program. The campaign revealed that consumers invested significant time and energy in the digital experience, yielding more than 20,000 email sign-ups, 4,381 store locator searches, and over 5,800 coupon download clicks. "Meow-lloween," built with input from Cat's Pride's agency Doner, promises to deliver similar results, with an emphasis on driving coupon downloads, connecting consumers to their local stores, and generating email sign-ups.

"This Challenge leverages the assets of the Cat's Pride brand, and encourages customers to think about cat litter in a new way by injecting some fun and whimsy to a household staple for cat owners," said John Federman, Dailybreak CEO. "'Meow-lloween' is a light-hearted experience that educates consumers while getting them -- and their pets -- into the spirit of Halloween. We're excited to partner on this latest campaign with Cat's Pride, and look forward to driving consumer action as we enter the holiday season."

"We are pleased to once again partner with Dailybreak Media to capitalize on the new levels of consumer engagement they've created with an innovative contest campaign just in time for Halloween," said Lisa Mak, Senior Brand Manager of Cat's Pride. "Our customers are passionate about their pets, and Dailybreak's success in leveraging contests and user-generated content to tap into that passion, while educating consumers on our latest products and incentives, has been invaluable."

About Dailybreak Media
Dailybreak is a native engagement platform designed to drive brand participation and consumer action at scale through digital, promotional campaigns. For brand marketers, Dailybreak offers a turnkey, pay-for-engagement solution providing all game/contest creative, legal and a network of more than 25 million consumers. Dailybreak's engaging, highly targeted content is delivered at zero risk for some of the world's leading brands including Procter & Gamble, Dunkin' Donuts, PUMA, Halls and Chevrolet. For more information, visit

About Cat's Pride
Cat's Pride Fresh & Light comes in multi-cat and fragrance-free formulas and is available in Walmart, PetSmart and many other grocery retailers across the nation. "Cat's Pride" and "Fresh & Light" are registered trademarks of Oil-Dri Corporation of America. Oil-Dri Corporation of America (NYSE: ODC) is a leading supplier of specialty sorbent products for agricultural, horticultural, fluids purification, specialty markets, industrial and automotive, and is the world's largest manufacturer of cat litter. For more information about Oil-Dri, visit For more information about Oil-Dri's Cat's Pride Fresh & Light products, visit

Contact Information

  • For more information, contact:

    Jeff Lavery
    SVM Public Relations for Dailybreak Media
    Email Contact
    (401) 490-9700