Rodent control isn’t exactly a subject people are dying to talk about. So how do you talk about your product benefit, when your benefit involves your ruthless efficiency at killing mice really fast? You take the product benefit and turn it into entertainment. That’s why we created the second edition of Dead Mouse Theater. This year, we introduced a new cast of stunt-mice, who performed amazingly fast death defying feats- like being shot through a tailpipe or slingshot through a ring of fire- before dying at top speed. We then immortalized this character into an action figure called Turbo Tom, which we gave out to our biggest fans on social.

We launched Plush Toys with a video theme song introducing Turbo Tom to the world. We asked Tomcat fans to comment on the video on Facebook to be entered into a giveaway of the limited edition action figures. The lucky winners received their own Turbo Tom action figure in custom made little coffins.

Our post announcing the giveaway received 118,096 impressions. 146 consumers commented on the post for a chance to receive a Tomcat plush toy, and we ultimately sent a toy to 10 lucky fans.