Published on December 4th, 2023
Location: USA
The Temptations™ Brand and Misfits unite for purr-fect gaming partnership
A first-of-its-kind partnership creates irresistible moments for Cat Loving Gamers with new Minecraft in-game experiences, IRL events and immersive digital content.
FRANKLIN, Tenn., November 21, 2023 – To better reach the next generation of cat parents, the TEMPTATIONS™ brand, proudly part of Mars, is tapping into the #1 entertainment industry for Gen Z, gaming. Misfits, the interactive entertainment and lifestyle company, and the TEMPTATIONS brand, America’s #1 cat treat brand*, have teamed up to redefine gaming and pet care sectors by launching a first-ever pilot program for Mars Petcare designed to create irresistible cat moments with gamers. Together, they will activate Misfit’s influential network of premium creators to reach a global audience, offering up playable cat-centric gaming experiences, amplified with content from popular cat-loving influencer and Twitch sensation Ranboo, among others.
Marking the TEMPTATIONS brand’s first foray into the gaming world, the dynamic partnership features exciting in-game activations within the beloved TubNet Minecraft server, a vibrant hub under the Misfits banner. Creativity and innovation come alive in a series of engaging creator commercials and sponsored content, seamlessly integrating the TEMPTATIONS brand into the massive Misfits gaming community. Not only will fans be able to engage with this content within the digital world, but it also came alive IRL with a never-before-seen integration, bringing together the world's most prominent gaming creators in spectacular fashion.
With over 173M+ monthly active gamers, Minecraft is undoubtedly one of the most popular games in the world, making it the perfect online destination for cat parents. Starting today on TubNet, fans will find two new captivating experiences co-created by Misfits and the TEMPTATIONS brand: TEMPTATIONS™ Cat Cafe, where players can enjoy a shared cat community space with fellow cat-loving players, and Purrsuit, an exciting parkour game where players race against the clock to quickly find and collect as many cats as they can. With minigame leaderboards, the ability to win legendary items for your in-game cat experience, these new and authentic experiences add utility and excitement to the pet-loving gaming community.
"Recognizing that our community was already creating cat-related content in Minecraft, this collaboration with the TEMPTATIONS brand and TubNet was a natural fit that enables the brand to authentically connect with and provide value to the audience.
Misfits VP of Partnerships, Nicole Du Cane Spencer
“We’re thrilled to announce our purrrr-fect partnership with the TEMPTATIONS brand,” said Misfits VP of Partnerships, Nicole Du Cane Spencer. “At Misfits, our strategy is simple: we listen to both our fans and our creators to deliver the most engaging content. Recognizing that our community was already creating cat-related content in Minecraft, this collaboration with the TEMPTATIONS brand and TubNet was a natural fit that enables the brand to authentically connect with and provide value to the audience. This partnership represents a holistic approach that goes beyond a standard, expected brand campaign. We wanted to bring this to life both in-game and in-person at our live events while also letting our influencers put their creative touches on how to share the message with their communities – which is key now more than ever. We are excited to embark on this journey with Mars Petcare and continue to connect with gaming communities and cat enthusiasts in fun, innovative ways.”
As part of the partnership, the TEMPTATIONS brand was also featured in the first-ever Misfits Live event on October 7 at The Fillmore at Miami Beach. Fans attending AustinShow’s Name Your Price Live were able to snap pics to share on social media at the TEMPTATIONS-themed photo opp. During the show, the partnership took center stage during the grand finale of the segment, where TEMPTATIONS™ Creepy Catnip Blissful Catnip Flavor was the featured item in the infamous "Haunted Board" segment.
“We love to celebrate the fun that cats bring to our lives, so the combination of gaming and cats seemed like an awesome way to do that,” said Edwin Padilla, Vice President, Marketing of the TEMPTATIONS brand. “Cat people obviously rule the internet, and we can’t wait to see how they engage with our brand in this new interactive space.”
This collaboration marks the beginning of an exciting journey, bringing joy, entertainment, and unique experiences to the gaming and cat-loving communities alike. To join the fun, visit https://misfits.gg/temptations.
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.
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About MISFITS
Misfits is an interactive entertainment and lifestyle company powered by creative formats, connecting with younger audiences through multiple touch points. From popular media and social channels to real-life experiences, an innovative gaming studio, and competitive esports teams, Misfits thrives at the crossroads of gaming, media, and culture. The company empowers its world-class talent to realize their unique creative visions, embodying the metaphorical playground where they engage and entertain a global audience. For more information, please visit misfitsgaming.gg.
About The TEMPTATIONS Brand
Cats everywhere have made TEMPTATIONS™ America’s #1 cat treat brand*, and now the brand is expanding to main meal. With a strong brand heritage for more than 20 years, irresistible TEMPTATIONS treats and dry food make cats come running, truly living up to the brand’s slogan: CATS LOSE THEIR COOL™. TEMPTATIONS cat treats can be found nationwide where pet food is sold, and TEMPTATIONS Adult Dry Cat Food can be found exclusively at Walmart. For more information, please visit www.TemptationsTreats.com.
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About Mars Petcare
Part of Mars, Incorporated, a family-owned business with more than a century of history making diverse products and offering services for people and the pets people love, the 85,000 Associates across 50+ countries in Mars Petcare are dedicated to one purpose: A BETTER WORLD FOR PETS™. With 85 years of experience, our portfolio of almost 50 brands serves the health and nutrition needs of the world’s pets – including brands PEDIGREE®, WHISKAS®, ROYAL CANIN®, NUTRO™, GREENIES™, SHEBA®, CESAR®, IAMS™ and EUKANUBA™ as well as the WALTHAM Petcare Science Institute which has advanced research in the nutrition and health of pets for over 50 years. Mars Petcare is also a leading veterinary health provider through an international network of over 2,000 pet hospitals and diagnostic services including BANFIELD™, BLUEPEARL™, VCA™, Linnaeus, AniCura and Antech. We’re also active in innovation and technology for pets, with WISDOM PANEL™ genetic health screening and DNA testing for dogs, the WHISTLE™ GPS dog tracker, and LEAP VENTURE STUDIO accelerator and COMPANION FUND™ programs that drive innovation and disruption in the pet care industry. As a family business and guided by our principles, we are privileged with the flexibility to fight for what we believe in – and we choose to fight for our Purpose: A BETTER WORLD FOR PETS.
About Mars, Incorporated
For more than a century, Mars, Incorporated has been driven by the belief that the world we want tomorrow starts with how we do business today. This idea is at the center of who we have always been as a global, family-owned business. Today, Mars is transforming, innovating and evolving in ways that affirm our commitment to making a positive impact on the world around us.
Across our diverse and expanding portfolio of confectionery, food and petcare products and services, we employ 130,000+ dedicated Associates who are all moving in the same direction: forward. We produce some of the world's best-loved brands including DOVE®, EXTRA®, M&M's®, MILKY WAY®, SNICKERS®, TWIX®, ORBIT®, PEDIGREE®, ROYAL CANIN®, SKITTLES®, BEN'S ORIGINAL™, WHISKAS®, COCOAVIA® and 5™; and take care of half of the world's pets through our nutrition, health and services businesses, including AniCura, Banfield Pet Hospitals™, BluePearl™, Linnaeus and VCA™.
Press contacts
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Alastair Pusinelli
Manager Marketing Communications
alastair.pusinelli@sportfive.com
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