Like many brands, Meow Mix hopes nostalgia for an old brand asset will help drum up interest in its latest campaign. But experts say the challenge for any such effort is making sure the right people get their hands on it, which remains to be seen.
The cat food brand has asked consumers to submit cat videos of two minutes or less. The awards, The Friskies, will culminate with a ceremony in New York in October.
The site has seven free game apps with three million downloads to date.
The interactive Cat Map also pushes a new permanent tiger exhibit and promotes conservation of critically endangered Sumatran tigers.