Last year 12 million people watched the Super Bowl via pirated live feeds online. So Petco hijacked this trend of people hunting for high-quality live feeds to show off their own healthy, high-quality feed.
Instead of the Big Game, our “Super High-Quality Live Feed” featured pets literally enjoying food on a livestream via Twitch. The link to our “feed” was seeded across Twitter, Reddit, Discord and more with link bait titles—anywhere and everywhere football fans were looking for the game.
Role: Copywriter
Adweek | Super Bowl Stunts 2022
