Friskies cat graphic to push website

Nestlé petfood arm Friskies Petcare is launching a viral marketing programme to drive interest in its Felix branded website.

Nestlé 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,, 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.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here