The activation involved cats playing on a massive, robotic Colonel Sanders climbing structure and encouraged viewer participation

Fast-food purveyor KFC went live on Facebook on Tuesday, July 17 with a quirky, four-hour broadcast called the “Colonel Cat Climber” that encouraged viewer interaction and voting. The stream showed a group of kittens climbing on a seven-foot-tall cat structure that resembled KFC's mascot Colonel Sanders, complete with extra touches like toy chicken drumsticks.

The brand encouraged engagement by allowing viewers to vote using emojis on various actions they wanted to see take place, from launching treats to tossing yarn balls. Those watching could also share the stream with friends to receive fun cat facts, or offer their suggestions for cat names. All of the featured cats were available for adoption through an L.A. shelter called Heaven on Earth. At one point during the stream, nearly 3,000 Facebook users were watching, while 439,000 total tuned in over the course of the four hours.

KFC

Fast-food purveyor KFC went live on Facebook on Tuesday, July 17 with a quirky, four-hour broadcast called the “Colonel Cat Climber” that encouraged viewer interaction and voting. The stream showed a group of kittens climbing on a seven-foot-tall cat structure that resembled KFC's mascot Colonel Sanders, complete with extra touches like toy chicken drumsticks.

The brand encouraged engagement by allowing viewers to vote using emojis on various actions they wanted to see take place, from launching treats to tossing yarn balls. Those watching could also share the stream with friends to receive fun cat facts, or offer their suggestions for cat names. All of the featured cats were available for adoption through an L.A. shelter called Heaven on Earth. At one point during the stream, nearly 3,000 Facebook users were watching, while 439,000 total tuned in over the course of the four hours.