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March 2, 2004
Nestle Purina And Warner Bros. Online Extend Marketing Services Agreement For www.PurinaPetNetwork.com
(March 2, 2004 – Glendale, CA) – Warner Bros. Online (WBOL) today announced that Nestle Purina Pet Care Division has extended its interactive marketing services agreement with WBOL for the continued hosting, management and marketing support of the successful Purina Pet Network micro-site, www.PurinaPetNetwork.com. Based on the popularity of the site’s “Cat Chow Way of Life” game, WBOL has developed “Cat Chow’s Indoor Virtual Pet,” an interactive game that delivers valuable pet care information in an engaging and entertaining format.
“We are thrilled to have a relationship with a company as savvy as Nestle Purina. A marketer with their expertise understands that it is essential to establish a connection between a brand and its audience,” said Jim Noonan, SVP and General Manager of Warner Bros. Online. “By creating an entertainment destination for Purina, we are able to display their brands within a contextual environment that is both engaging and useful.”
Cat Chow’s Indoor Virtual Pet game challenges players to achieve the optimum wellness level for their animated virtual kitten. Players can chose between three breeds of cat – Burmese, Somali and Himalayan. Each represents an increasing level of difficulty, with Burmese being the easiest and Himalayan being the most challenging. Players respond to the cat’s actions by choosing between items listed in categories such as food, exercise and care. Items to choose from include:
• Food - Purina Cat Chow, Wiskers Lickin’s
• Exercise – tickling with a feather, chasing an electric mouse or “kitty-robics”(dancing to a boombox)
• Care – petting, brushing or changing the litter with Purina’s Tidy Cat cat litter Wellness scores are assigned based on the player’s ability to balance these components over a 10 minute period of time. The game can end in two ways: 1) If the cat is unimpressed she/he packs its suitcases and leaves the house; or 2) if the player succeeds in keeping the cat happy they will receive a victory message. “We are thrilled with the response to the games section of the Purina Pet Network micro-site,” said Cristina Hanssen, Brand Manager, Purina Interactive Group. “It demonstrates a level of enthusiasm for the content and a willingness to interact with the brand that is far more valuable than traditional online advertising. Warner Bros. Online’s expertise in creating compelling, engaging online experiences allowed us to create a far greater customer experience.” In addition the games section, the Purina Pet Network site offers pet lovers a variety of features including: • Pet Care Tips
• Ask Purina – an interactive Q&A about basic pet care.
• The Dog and Cat Choosers – tell people which pet they’re best suited for.
• Celebrity Pets Café – showcases celebrities and their pets.
• Pet Discussion Forum – allows pet lovers to share information about their pets.
• Special Offers including online coupons for Purina products. About Warner Bros. Online Warner Bros. Online (WBOL) (www.warnerbros.com) provides full-service interactive solutions for Warner Bros. Entertainment subsidiaries and external clients alike. WBOL offers its clients strategic digital planning and marketing support, while employing proprietary, next generation technologies in its suite of high quality, highly creative interactive solutions that include: web site creation and hosting, end-to-end design, animation, game creation, CRM and consumer privacy guidance, wireless development and original content. The company’s international capabilities span more than 40 international markets throughout Europe, Asia and Latin America. WBOL also serves as the entry point into, and aggregator of all things Warner Bros. Entertainment, including such megabrands as The Matrix, Looney Tunes and Harry Potter.# # #
• Exercise – tickling with a feather, chasing an electric mouse or “kitty-robics”(dancing to a boombox)
• Care – petting, brushing or changing the litter with Purina’s Tidy Cat cat litter Wellness scores are assigned based on the player’s ability to balance these components over a 10 minute period of time. The game can end in two ways: 1) If the cat is unimpressed she/he packs its suitcases and leaves the house; or 2) if the player succeeds in keeping the cat happy they will receive a victory message. “We are thrilled with the response to the games section of the Purina Pet Network micro-site,” said Cristina Hanssen, Brand Manager, Purina Interactive Group. “It demonstrates a level of enthusiasm for the content and a willingness to interact with the brand that is far more valuable than traditional online advertising. Warner Bros. Online’s expertise in creating compelling, engaging online experiences allowed us to create a far greater customer experience.” In addition the games section, the Purina Pet Network site offers pet lovers a variety of features including: • Pet Care Tips
• Ask Purina – an interactive Q&A about basic pet care.
• The Dog and Cat Choosers – tell people which pet they’re best suited for.
• Celebrity Pets Café – showcases celebrities and their pets.
• Pet Discussion Forum – allows pet lovers to share information about their pets.
• Special Offers including online coupons for Purina products. About Warner Bros. Online Warner Bros. Online (WBOL) (www.warnerbros.com) provides full-service interactive solutions for Warner Bros. Entertainment subsidiaries and external clients alike. WBOL offers its clients strategic digital planning and marketing support, while employing proprietary, next generation technologies in its suite of high quality, highly creative interactive solutions that include: web site creation and hosting, end-to-end design, animation, game creation, CRM and consumer privacy guidance, wireless development and original content. The company’s international capabilities span more than 40 international markets throughout Europe, Asia and Latin America. WBOL also serves as the entry point into, and aggregator of all things Warner Bros. Entertainment, including such megabrands as The Matrix, Looney Tunes and Harry Potter.