Black Hawk — Lucky Microchips
When we found out that black cats are the last to be adopted from shelters just because of their ‘unlucky’ superstition, we came up with a proactive idea to help.
We secretly hid lucky prizes in the microchips of black cats awaiting adoption. When eventual lucky adopters gave a lucky black cat a loving home, they were surprised with a year’s supply of Black Hawk treats.
The campaign successfully resulted in 100% of the lucky black cats getting adopted.
Launch
On social we teased the idea by encouraging adoption and aiming to dispel the superstition, without revealing our secret prizes. Then we waited…
Reveal
On Friday the 13th, the year’s unluckiest day, we revealed the first lucky cat had been adopted and the lucky adopter won a year’s supply of Black Hawk treats. The more lucky black cats that were adopted, the more we shed the ‘unlucky’ superstition.