Friskies introduced its new Seafood Sensations shrimp flavor to the crowd at SXSW with a promotion that saw Grumpy Cat serve as the “worst mate” of the S.S. Holy Shrimp Boat. The activation—which Allied Experiential helped produce—brought the famous Internet feline, along with 25 fans, to the Mashable House, where she posed for photos. Friskies donated 25,000 meals of its new flavor to Friends of Austin Animal Center. Additionally, for every photo uploaded to social media with the hashtag #HolyShrimp between March 7 and 9, the brand donated an additional meal to the local charity organization.
Photo: Courtesy of Friskies