“This is our first linear Super Bowl spot,” Swain said. “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 integrated campaign spanning digital, social, and owned channels. Ring is also committing $1 million toward efforts to reunite lost dogs with their owners.
Since launching last fall, Ring says Search Party for Dogs has already helped reunite more than one dog per day with its family, a stat the brand hopes will resonate with the Super Bowl’s massive audience.
“Breakthrough matters first—getting people talking,” Swain said. “Then it’s about awareness and, eventually, conversion.”
