Animal Planet teamed up with Clump & Seal SLIDE kitty litter for the Kitty Halftime Show during Puppy Bowl XVIII. Content was rooted in custom digital video but supported by a sweepstakes, co-branded stickers on packaging in-store, dynamic ad products, a custom QR code, in-show moments and more. Significantly, the content matched the playful tone of the network and advertiser. With over 27 million impressions on integrated social content and over 872,000 sweepstakes entries, it was the purr-fect combo.