The Opportunity
How can Planters® Peanuts maximize viewership for their full Roast of Mr. Peanut® special and reach streaming audiences on the heels of Super Bowl LVII?
The Solution
Tubi’s Creative Partnerships Program features Content Hosting & Distribution opportunities that allow brands to expand the reach of their own branded content to Tubi’s massive, diverse, and incremental audience of over 74M monthly active users.
Steps to Success
1. As part of their Super Bowl LVII campaign, Planters® Peanuts teamed up with Roastmaster General Jeff Ross to produce a full-length Roast of Mr. Peanut®, proving that not even Mr. Peanut® is safe from a good old-fashioned roast.
2. Tubi brought the full-length roast onto our platform to act as a key distribution channel of the Roast.
3. Running a :30 tune-in spot during The Big Game, the creative featured a call to action that drove America to watch the full Roast on Tubi.
4. In the days after the game, Planters® combined paid media with Tubi Total Takeover sponsorships to maximize viewership of the Roast of Mr. Peanut with Tubi’s engaged and incremental streaming audience.
The Results
The Roast of Mr. Peanut® quickly became one of the hottest titles on Tubi, generating enough viewership to be among the top-performing titles on the platform during the promotional period.
Planters® found a winning formula to maximize viewership of their Roast and promote brand awareness, while cutting through noise during one of the busiest periods of brands competing for audiences’ attention.
SPOTLIGHT ON: TUBI TOTAL TAKEOVER SPONSORSHIP PRE-ROLL
As part of the sponsorship, Planters® ran two Tubi Total Takeovers in the week after the Super Bowl, with each 24-hour sponsorship combining a Tubi-produced custom 0:06 billboard with their own creative to run as a pre-roll that targeted all first-impression viewership on Tubi for each day – capitalizing on buzz from The Big Game and maximizing viewership of the Roast.
- Tubi
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Candy/Snacks/Food
Topics
In-Show Integration