Three launches #SingitKitty viral campaign with personal touch

Three, the mobile phone company, has served up a new instalment of internet silliness with help from a a singing cat, rock and roll and personalisation.

The 60-second clip features an eight-year-old girl pedalling her baby pink tricycle through sunny suburban streets to the tune of 80’s  band Starship’s ‘We Built This City’ anthem, with a singing cat on back-up vocals. The campaign also lets you take the driving seat by uploading a picture of yourself and friends to sing with the kitty – a popular and relatively new marketing technique for increasing the viral reach of campaigns.

http://www.youtube.com/watch?v=SXy6JElmgHU

Creators hope to rival the success of past Three campaigns, most noticeably last years Dance Pony Dance, which scored a huge 8.3 million YouTube views.

http://www.youtube.com/watch?v=Ekr05T9Iaio

Wieden & Kennedy, who created Sing It Kitty and Dance Pony Dance last year, are attempting to tap into Britain’s obsession with cats to push the mobile company’s brand awareness to further.

Create your own version here – rock and roll.