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 pet food. The “Super High-Quality Live Feed” broadcasted pets literally enjoying food live to viewers via Twitch. Beating the pirates at their own game, the link to the feed was seeded across Twitter, Reddit, Discord and more with link bait titles—anywhere and everywhere football fans were looking for the game.
Role: Art Director & Designer