Product awareness pop-up activation to promote the Purina One 28 Day Challenge. Transformed a raw space into North America’s first cat cafe for the course of 5 days. Visitors could receive complimentary Cat’achinos, connect with adoptable cats, and interact with experts. 25 cats were adopted from the North Shore Animal League of America. Virtual Cat Cafe live stream saw more than 12,000 unique viewers. Received mentions on-air (NBC, ABC, E!, CNN & Fox), in print and online (The Wall Street Journal, Mashable, Buzzfeed, Gothamist, Thrillist, LA Times, and hundreds more). CNN reported more than 3k mentions of Cat Cafe on Twitter by mid- day, day 1.