| EVENT REPORT 11.14.08 8:53 AM |
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| Game Time |
| To launch its Think Like a Cat show on the Game Show Network, Meow Mix hosted a party that played up game show kitsch. |
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An event to launch a quirky game show for Meow Mix isn't exactly an occasion to go for a stripped and modern look. So when the brand threw its party on Wednesday night to launch the Think Like a Cat program on the Game Show Network, it went for bright and kitschy instead, taking inspiration from the colorful world of game shows past and present.
Brian Ely, director of pets marketing for Meow Mix parent company Del Monte Foods, tapped New York-based Grand Central Marketing to produce the party at Hollywood & Highland venue the Highlands. Grand Central created the party's invitations, each of which arrived with a shiny new penny guests could use to scratch off a silver patch that revealed event details.
On party night, guests approached the top-floor space by way of an orange carpet. "It's game show mixed with red carpet—the whole Hollywood setup, but with a Meow Mix twist," said Grand Central vice president John Cordero. |
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PHOTO GALLERY |
 | The Highlands got a kitschy game-show look.
Photo: Dale Wilcox for BizBash |
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 | Show host Chuck Woolery's name was emblazoned on a director's chair at the party.
Photo: Dale Wilcox for BizBash |
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 | Flat-screen TVs showed logo imagery and audition outtakes from the show.
Photo: Dale Wilcox for BizBash |
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 | A money booth gave guests the chance to pick up prizes like digital cameras and iPods.
Photo: Dale Wilcox for BizBash |
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 | Simple orchid arrangements topped tables, and logo pillows decked seating groups.
Photo: Dale Wilcox for BizBash |
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 | Guests picked up signature drinks from a central bar at the Highlands space.
Photo: Dale Wilcox for BizBash |
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 | A person dressed as the character "Mister Meow" circulated the party and worked the orange carpet.
Photo: Dale Wilcox for BizBash |
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 | Chuck Woolery arrived at the party in a bright orange Meow Mix-logoed vehicle.
Photo: Dale Wilcox for BizBash |
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At one end of the party space, a set comprised of vintage and new televisions popped in front of glittering tinsel. Nearby, a money booth gave guests the opportunity to win prizes like digital cameras and iPods by collecting fake Meow Mix dollar bills, and a photo booth let them capture their snaps as takeaways. Classic game show board games sat on tabletops, and spiced nuts filled cat bowls on the bar. Several staff carried well-behaved cats around the party, and one real human wore an orange "Mister Meow" character costume, interacting with guests on the dance floor and posing for pictures. "We tried to make it fun," Cordero said.
The guest list read like a salute to game show hosts through history: Think Like a Cat host Chuck Woolery, Let's Make a Deal's Monty Hall, and Family Feud's Richard Karn were all among the crowd.
—Alesandra Dubin
RELATED TOPICS
Meow Mix, Del Monte, Game Show Network, Think Like a Cat, Chuck Woolery
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