Christmas Cats TV

Legacy Records partnered with GENERATOR to come up with a unique twist on the label’s holiday campaign. After some intense brainstorming, Christmas Cats TV was born. STRATEGY: For three days in December, a saucy Grandma, an inappropriate Elf, and eight adorable cats hung out and listened to music from Legacy’s catalog of holiday hits. The entire event was filmed and streamed live for the public. The experience incorporated an on-screen social feed that allowed viewers to interact with the characters and suggest activities such as, “do a headstand” or “make grandma drink out of a flask.” In addition to spreading holiday cheer, Christmas Cats TV also served a charitable cause, as the cats featured in the segment were provided by North Shore Animal League America and were available for adoption. What was intended to be a tongue-in-cheek approach to holiday marketing became a viral hit. In those three days, the campaign generated tens of millions of impressions on social media, prompting national television coverage on ABC and in worldwide publications such as NPR, Reuters, and USA Today.