The first thing we had to do was to create a great Super Bowl commercial. But the first media used were PR, www.DogsRule.com, an iPhone app and 4 viral videos. All launching at the same time. We leaked the commercial to the press in early January. This got us two stories in the Wall Street Journal, an exclusive in USA Today as well as stories on ABC News, Good Morning America and The Today Show. The press was so positive because we weren’t just hyping a commercial, we were promoting dog adoption and we were actually donating a bowl of food to shelter dogs for every online view of the commercial and our behind the scenes interviews. We actually created 110 million impressions before the commercial aired. Then, on Super Bowl Sunday, we aired the commercial to 100 million viewers during the big game.

110 million impressions before the Super Bowl commercial even ran. 220 million impressions total. 2,200,000 viral videos watched and iPhone Apps downloaded. 2,200,000 bowls of food donated to shelter dogs. $600,000 dollars raised. #7 Super Bowl Commercial in USA Today’s AdTracker, #3 Super Bowl commercial by IAG research. And, it led Pedigree to their best sales quarter ever.

But most importantly, based on the number of Pedigree Adoption Kits given out through our partner shelters, we helped 500,000 dogs find loving homes.