Stay ahead – join The Drum+

Black Friday shoppers smitten by kittens as Argos hosts Mew-Tube livestream

Argos' Mew-Tube

Argos has launched a campaign to drive buzz around its ecommerce on Black Friday by giving a platform to the internet’s favourite time-burner, the common house cat. The drive is, naturally, entitled Mew-Tube.

On Thursday night (23 November), the brand will activate the livestream of kittens exclusively on its website to attract and soothe stressed-out shoppers. It works as a point of differentiation from other retailers who are looking to attract consumers to their sales and also creates a talking point on social media.

The activity comes from agency Hope & Glory and is broadcast straight from its cat HQ, which is filled with both cat toys and human toys that can be snapped up on discount in time for Christmas.

Mark Steel, digital director at Argos, said: "We know that Black Friday can feel a little overwhelming for some people as they search for the best deals, so we took this opportunity to offer a calming solution in the midst of what is, for many, a shopping frenzy.

"The calming impact that animals have on people is well documented, so our kitten stream is designed to offer the ultimate take-a-break moment - a 'paws' for breath."

The Gogglebox facsimile with litterboxes has been populated with Persian and Tabby cross kittens and is somewhat reminiscent of activity from Bud Light UK earlier this year, which created a reality TV with frogs in order to pay homage to the return of the Budweiser mascots.

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy