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Super Bowl LIII: Mr. Peanut's Big Game Debut

Mr. Peanut Wins Twitter's #BrandBowl53

Twitter Brand Bowl

The Ask: Make a splash on Twitter for Mr. Peanut's first Super Bowl appearance in 10 years.
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The Solution: Pull out ALL the stops. Create a memorable spot to air during the game and generate additional buzz throughout the evening with a MASSIVE sweepstakes on Twitter.

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Step 1: The Big Game Spot

To make a splash for his first ad in 10 years, Mr. Peanut teamed up with major household names - ARod and Charlie Sheen - to remind viewers that when it comes to Super Bowl snacking, not all treats are created (and enjoyed) equally. We're looking at you, Kale Chips.

As part of my responsibilities for this campaign, I wrote all of the copy for Mr. Peanut's social content as well as the tweet copy for all of the posts that ARod and Charlie Sheen shared to their respective pages. [In total, both Charlie and ARod each shared 5 game-related tweets to their pages.]

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Step 2: The #CrunchTimeGiveaway Sweepstakes

This was no ordinary sweepstakes, oh no. We wanted to drive home the idea that Mr. Peanut is there for his fans in "Crunch Time," so during each of the most high pressure moments of the game, we gave fans an opportunity to win a fabulous Mr. Peanut-themed prize. Prizes ranged from Planters swag to rides in the NUTmobile to a $10K solid golden peanut and more.
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In total, this campaign required over 100 pre-written tweets (2 for each giveaway) that I crafted before the game and then posted in real time on the night of. 
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While the ad was a major moment for Mr. Peanut during the game, it was truly the #CrunchTimeGiveaway that allowed us to drum up the bulk of conversation on Twitter throughout the night.

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