We don’t usually share details of marketing campaigns for cat food companies here at SiliconANGLE but when you find one that involves cats uploading images to Instagram, how could we resist.

The new campaign from the Mars Inc. owned Whiskas Australia includes a new service they’re calling “Catstacam,” a Wi-Fi enabled camera that attaches to a cat, and allows cats to take photos from their point of view and post them to their own Instagram account.

The custom made device weighs in at 44 grams (1.55 ounces) and can shoot up to six photos per minute, using motion-detector technology to capture “real-life moments from the cat’s point of view.” The packaging of the device also doubles as a cat toy.

Mars Petcare Australia Managing Director Sylvia Burbery told marketing blog Mumbrella that “Whiskas is always looking for new ways to help cat owners get closer to their cats. Working with Clemenger BBDO Sydney we have created Whiskas Catstacam, an innovative idea that allows us to help nurture cat ownership by understanding their behaviour.”

The cameras have been given out to cats owned by celebrities in Australia, with the pictures being uploaded both to Instagram with the hashtag #catstacam, as well as to the Whiskas Australia Facebook page.

For an added level of interest, Whiskas “experts” are said to be on hand to answer questions viewers may have about what the cat is doing, for example in a picture of a cat climbing a tree the expert would explain that cats like to sharpen their claws on trees.

Paul Nagy, Executive Creative Director, Clemenger BBDO Sydney added “We all know the internet’s obsessed with cats. We wanted to take this a step further by not only giving cats their own Instagram accounts, but the ability to take and upload their own photos, in real time. The result is absolutely mesmerising and gives us new insight into the world of cats.”

Sadly there are no plans yet for the device to go on-sale to the general public, but given enough interest the company may well yet change its mind; when it comes to a product like this there’s no question at all that there will be a demand for it.

A demo video of Catstacam in action can be viewed on YouTube here.

Image credit: Whiskas Australia