Adopt-a-Stray" was a groundbreaking in-game adoption event that transformed the highly acclaimed game of the year, Stray, into a powerful catalyst for real-time cat adoptions on Twitch. Recognizing the heartbreaking reality that 40% of adult cats in shelters remain unadopted, we devised an innovative strategy to leverage the massive popularity of gaming and the existing affinity between gamers and feline companions. Research revealed that a remarkable 47% of gaming live-streamers were proud cat owners, with an additional 46% contemplating adoption.

This insight led us to the gaming realm as the perfect avenue for Fresh Step to extend its reach beyond the traditional litter box. In the immersive world of Stray, players embark on an extraordinary adventure through the eyes of a cat. However, until now, they could only assume the role of a ginger Tabby. Recognizing a unique opportunity, we conceived a visionary initiative to introduce adoptable cats into the game. Through a powerful collaboration with Best Friends Animal Society, we seamlessly integrated real, lovable cats awaiting adoption into Stray. Animal-loving streamers had the incredible opportunity to play as these endearing feline characters, captivating audiences worldwide through livestreamed adoption events on Twitch. This groundbreaking campaign aimed to raise widespread awareness about the plight of homeless pets while fostering deep connections between players and these often overlooked, but profoundly deserving, cats.