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. On Tumblr the action continued with ongoing speedy content such as topical posts that tied to cultural events. We also drove traffic to Facebook where we continued the speed message through a series of videos called last wishes as well as speedy breaking news segments. We made action figures and mailed them to our biggest fans on social.

This work ran online video, desktop & mobile display, and social media channels (Tumblr, Facebook, and YouTube). It was timed for the fall, when mice are looking for somewhere warm to hide, and the peak season for rodent control products.

We chose Tumblr as the main hub of the campaign, as the tone of our work fit perfectly with Tumblr’s quirky content-loving audience. Our topical posts featuring speedily dying mice proved to be very popular on the platform.

Tomcat sales are up 20% this year.

Overall, the campaign has received over 110 million impressions across all digital channels, including 29.4 million impressions across our social channels. We’ve turned rodent control into a conversation, a first for the category.