Tomcat bait kills up to 12 mice per bait block, faster than the competition. What will we do with all these dead mice? Tomcat presents…Dead Mouse Theater. In this installment, of Dead Mouse Theater we see the story of a washed up ball player who wishes he was dead, played by a mouse who is dead.

Dead Mouse Theatre, a series of theatrical revues starring (fake) dead mice, played out across several channels:

We seeded the campaign in radio, featuring rave reviews from theater critics, urging the audience to see the rodent performances online. We also drove traffic with online “Coming Soon” banners featuring our rodent actors.

The actual performances could be seen in TV and online video, starring dead mice in various theatrical roles. All the media drove consumers deeper to a Tumblr page for the full set of performances, and bonus theatrical content, including publicity posters, critics’ reviews, character GIFs, and seasonal costumes.

Sales rose by 30% compared to the year before.

The full integrated campaign garnered 27 million earned media impressions.

The online videos, with over 1.2 million views, drove a 163% lift in brand recall and a 53% lift in brand awareness

Our campaign hub on Tumblr received over 800,000 organic impressions, and average time spent on site was over two minutes.