Petco Hijacks Super Bowl Feeds with Its Own ‘Super High-Quality Live Feed'

In partnership with Droga5, Petco aimed to highlight its commitment to high-quality food by tapping cord-cutting pet parents hoping to tune into Super Bowl Sunday via live streams online. Last year, 12 million people watched the Super Bowl via illegitimate live feeds – this year, Petco is hijacking the trend to show off their own healthy, super high-quality feed.

The 'Super High-Quality Live Feed' broadcasted pets literally enjoying a feed of high-quality pet food live to viewers via Twitch, with link bait titles anywhere and everywhere football fans are looking for the game. Click the link, and viewers will be dropped into a feed that won’t be the big game they’re expecting, but a bowl filled to the brim with high-quality pet food as hungry dogs and cats devour every morsel. The feed will playfully remind football fans of the nutritional needs of their pets on game day and every day. During the feed, viewers will also be invited to raise donations for Petco Love’s partner shelters and encourage adoptions of the dogs and cats featured in the event.

Tom McQueen, creative director, Droga5, says: "The truth is, a lot of people tune into the Super Bowl via illegitimate pirate feed links. We wanted to beat the pirates at their own game. So we hijacked their hunt for a high-quality live feed and served them up pets enjoying a super high-quality bowl of feed instead. A simple way for Petco to remind football fans of their pet’s nutritional needs on game day, and every day."

Blake Morris, senior copywriter, Droga5, says: "There have been many attempts to hack the Super Bowl over the years, but none targeted at the millions of people who try to watch the game via illegitimate, low-quality feeds. We thought these link pirates deserved something a bit better this year. So we gave them a Super High-Quality Live Feed they could easily watch. Of course, it wasn’t a feed of the game, but a live feed of cats and dogs feeding on Petco’s high-quality food."

Katie Nauman, CMO, Petco, says: "We wanted a fun and authentic way to bring Petco into broader Super Bowl conversations, and when we discovered that nearly 12 million people tuned into the big game via online live feeds last year, we knew we had an opportunity to redirect them to our own super high quality live feed – featuring adorable pets enjoying bowls filled with nutritious food from Petco. While it may not be the feed football fans are expecting, we never miss a chance to remind pet parents about the important role nutrition plays in their pets' overall health and wellness.”