We created Catstarter for Meow Mix, an (admittedly facetious) crowdfunded platform for cat-specific ideas. Visitors could submit vote for their favourite Catstarter ideas - thousands did and I was shocked by the level of quality. We produced the most popular idea - Hot Keys, a heated keyboard to keep your cat away from your own - and gave away hundreds of prototypes to those who submitted. Lots of fun, and got a ton of earned media.