A game designed for cats, not humans.
WHISKAS - GAMIFIED CONSUMER EXPERIENCE
An interactive cat game on mall tablets that turns playful moments into campaign entries — with Play Pulse AI helping ops review authenticity and heat on submissions.
Project Metadata
The Idea
Instead of another game for pet owners, the experience follows cats’ natural behaviour — curiosity, chasing and play — with an intelligence layer for ops on top.
The Interaction
An iPad on the floor becomes the play surface. Animated elements move across the display, inviting the cat to follow, chase and tap.
The Content
While the cat plays, the owner records the moment. Gameplay becomes authentic UGC around the brand — ready for campaign entry.
The Campaign
Owners upload videos as submissions; Play Pulse gives the prize and heat desk a clearer view so teams can review and reward real play.
what we built
A playful campaign experience that turns screen interaction into physical play, owner-created video and digital participation — with Play Pulse for ops.
Interactive Cat Game
A tablet-based game experience designed specifically around feline interaction.
Motion-Based Game Mechanics
Animated elements travel across the screen to encourage chasing and tapping.
Touch Interaction
On-screen reactions are designed around physical interaction with the tablet.
UGC Participation Flow
Owners record and submit their cat’s gameplay as campaign participation.
Video Submission Journey
Owner-recorded content becomes a structured participation asset.
Play Pulse Heat Studio
Computer vision maps paw-tap density so ops can see engagement heat on real play frames.
Authenticity & Prize Desk
AI-assisted review flags weak entries and keeps a fair prize queue under human control.
Campaign Experience
A digital journey connects the floor game to the wider Whiskas activation.
The Campaign Journey
Play. Capture. Upload. Enter.
The campaign turns a tablet game into a fluid participation journey, with the pet as the player and the owner as the content creator.
Discover
The owner discovers the Whiskas campaign and interactive cat game.
Open
The game is opened on a tablet or iPad.
Place
The device is placed on the floor within reach of the cat.
Play
Moving interactive elements encourage the cat to chase and tap the screen.
Record
The owner captures the cat’s reaction and gameplay on video.
Upload
The video is submitted through the campaign participation flow.
Enter
Content becomes a valid campaign entry according to campaign rules.
Win
Selected participants have the opportunity to receive campaign rewards.
The Experience Architecture
A Simple Experience. A Connected Campaign Journey.
The strength of the campaign is its simplicity at the front end: the technology creates a playful trigger, while the participation journey converts that moment into campaign engagement.
THE PETTHE OWNERTHE BRAND
Midnight Paws remains the experience. Whiskas Play Pulse is how CWIT adds the intelligence.
whiskas campaign
The owner discovers the Whiskas campaign and interactive cat game.
interactive tablet game
The game opens on a tablet placed where the cat can reach.
cat interaction
Moving elements invite chase, tap and physical play on the screen.
owner video
The owner records the gameplay as shareable campaign content.
play pulse review
Upload submissions land in Heat Studio and authenticity assist for ops.
campaign entry
Qualified clips reach the prize desk; humans decide awards.
Explore More Work
Moussy Cap Pulse
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