Rachael Ray Nutrish: 360º Product Launch campaign

For the launch of Rachael Ray Nutrish for Cats, we asked five renowned interior designers to create custom cat beds and the room that surrounds them.

Clockwise from top left: Patrik Lönn Design; Jennifer Flanders; Harry Heissmann; Allison Hennessy; 2Michaels

The final page of the section announces a live auction where the cat beds will be for sale. All proceeds going to charity. And for those that are not familiar, it also explains how to use Blippar technology.

Once the reader Blipps on the in-book page, they are brought to a short video of the cat interacting with the cat bed. Once the video is over, it brings the reader to a voting page to vote for his/her favorite cat bed. To encourange daily entries, a series of 10 videos were created and radomized daily.

After a short video, the reader is brought to a voting page to vote for his/her favorite cat bed. The reader who voted the most number of times recieved a free one year supply of Rachael Ray Nutrish cat food.