NestlÃ© petfood arm Friskies Petcare is launching a viral marketing programme to drive interest in its Felix branded website.
The campaign, developed by interactive consultancy OgilvyInteractive, is designed to help Friskies Petcare marketing department extend its customer database by tracking people who visit the website.
A “Virtual Felix” cat graphic will be e-mailed to the computers of people who like cats, who can then forward the e-mail to friends. Friskies Petcare expects the e-mail to be sent worldwide.
Users are directed through a hotlink to the Felix website, www.catslikefelix.com, which allows them to download upgrades for Felix to play games. Visitors are asked to register through a questionnaire, which allows the company to track users.
Felix European marketing manager Calum Macrae says: “Viral marketing enables us to reach an international audience with the same ease as a local one. Consumers love the brand character and now the Web offers a chance to build a relationship with Felix fans across the world.”