In order to break-through the noise on advertising's biggest day we deployed contextual content with customized audiences to reach as many eye-balls as possible, efficiently and effectively. When people turned to their phones to talk about the most boring game or the strange shirt Adam Levine was wearing, we made sure that Mr. Peanut was also reacting in real-time with his own commentary.

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.

Planters aimed to prove that Mr. Peanut is always there in Crunch Time. What better way to do that during the Big Game than by showing him react to real moments in real-time to prove that he's always there during all the important moments of the game!

We leveraged a crew of 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