Meow Mart

Objective

Mailchimp created an interactive arcade game to connect with small business owners, its core audience, by humorously illustrating the challenges of entrepreneurship through playful interactive entertainment rather than traditional corporate messaging. The campaign positioned Mailchimp as a brand that understands the struggles of small business operators.

Solution

Meow Mart is an arcade-style roguelite game playable both on the web (meowmart.mailchimp.com) and as an iOS mobile app. Players take the role of a cat shopkeeper managing a corner store and must dodge flaming snacks from a malfunctioning vending machine. The core mechanic involves earning coins through gameplay, which can be spent customizing the cat character with various hats and outfits. Built with Unity, the game features original artwork, motion design, scoring, and voice-over production by a dedicated creative team including art director James Abercrombie, motion designer Linda McNeil, and game designer Chase Curry.

Results

Meow Mart received an Awwwards Honorable Mention on December 14, 2020, with Awwwards community reviewers scoring the project between 7.0–9.2 out of 10 across multiple categories including design, creativity, and usability.