To shine a light on the 3.9 million cats that are euthanized every year, Cheezeburger teamed up with Uber & the ASCPA to create an on-demand kitten delivery service.
Cheezburger and Third Street Media Group developed a comprehensive multi-city media tour that leveraged the power of Uber’s vehicle fleet and the ASCPA’s work with sheltered kittens to drive mass awareness.
The program was wildly successful at capturing national attention and 100% of the proceeds were donated to participating ASCPA shelters.
PR efforts, led by TSMG yielded coverage in more than 75 major outlets including The New York Times, The Wall Street Journal, The Huffington Post, CNN, TIME and Fast Company.
Due to the program’s overwhelming success, the campaign was expanded to additional four cities in its second year, with 200% more kittens made available nationwide. Entrepreneur Magazine singled out the campaign in an article entitled “7 Favorite PR Wins to Inspire Your Start Up to Score Serious Buzz,” with additional impressions generated in USA Today, Refinery 29, Business Insider, Nylon, E! Online, Mashable and Time Out to name a few.