Mr. Peanut was a well know brand icon, but felt old and had lost his relevance to today’s consumers.

The brief was to come up with a creative solution to make Mr. Peanut relevant to today's consumers by feeling new and interesting during the entire Super Bowl.

The objective was to make Mr. Peanut relevant to today's consumers by feeling new and interesting.

Just how do you make a 103 year old nut...er legume, relevant in a big way, during the biggest game of year, on a place that didn't even exist when he was invented? Planters gave their mascot a modern makeover and took him to Twitter during the platform's biggest night of the year, not simply to live tweet, but re-create moments from the game, the halftime show and the commercials in real time, and share them out with the world. A feat that would usually take weeks worth of production, and condensed it in down into mere minutes. Allowing Mr. Peanut to be the belle of the ball game.

We leveraged an army of content creators, analysts, and media buyers to react and buy in real-time against contextual keywords and interests to map back with the real-time content. We then monitored key media metrics to determine which content to scale further and continue to pummel with media spend.

Using motion capture technology, we outfitted an actor (the exact height Mr. Peanut - 5'2") with a completely responsive suit, positioned him in front of a live stream of the Super Bowl, and waited for Crunch Time. Whether our animated Mr. Peanut was re-creating the iconic "bye-bye-bye" dance from the Backstreet Boys during the Doritos commercial, showing the internet what his version of a "nut sack" looks like, or giving Scientology the side-eye, our actor would instantaneously re-create actions or reactions to what was happening.

We deployed this real-time animation on Twitter with real-time media buying and real-time KPI tracking to optimize in real-time. Lots of real-time happened to yield lots of success.

4.6B media impressions

10M organic impressions

200K mentions on Twitter

+5.6% increase in nut consumption

75% SOV in salty snacks category

91% positive sentiment