“This is our first linear Super Bowl spot,” Swain mentioned. “We’ve done streaming around the game before, but we were so excited about the power of this feature that we felt this was the right moment and the right medium.”
The Super Bowl placement will anchor a broader built-in marketing campaign spanning digital, social, and owned channels. Ring can also be committing $1 million towards efforts to reunite misplaced canines with their house owners.
Since launching final fall, Ring says Search Party for Dogs has already helped reunite a couple of canine per day with its household, a stat the model hopes will resonate with the Super Bowl’s huge viewers.
“Breakthrough matters first—getting people talking,” Swain mentioned. “Then it’s about awareness and, eventually, conversion.”