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Kitten Bowl

Super Bowl LII Live

Hallmark Channel


For five years running, Hallmark Channel produced the Kitten Bowl - the most beloved pet adoption event of the year - but only as an on-air program. For Super Bowl LII it was opened for the first time to the public as a live event. The goal was to create a unique brand experience for guests, and most importantly, find homes for the animals available for adoption.


As a part of Super Bowl Live, a large footprint was created housing five interactive elements all tied together in a comprehensive fan experience. From cleverly themed kitten dioramas to a photo opp with the “Hissman” trophy, fans were able to see, experience, and interact with the Kitten Bowl like never before.


Kitten Bowl V Live was a smash hit, drawing over capacity lines throughout the 10 day event, resulting in over 100,000 unique, in-person visits. The media found the story as irresistible as the kittens and it garnered wide coverage both locally and nationally; spanning print, television, radio, and social, earning over 300,000,000 impressions. And most importantly, every one of the 72 kittens available for adoption found their fur-ever home.

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