Planter’s Peanuts extended the reach of their Super Bowl LVII spot with JCDecaux Programmatic
The SuperBowl isn’t just the pinnacle of the football season; it’s the biggest day in advertising! This year’s event was the second most watched SuperBowl of all time, with a total estimated viewership of 113.06 million. Advertisers have to spend big to capture this massive audience: each 30-second spot during the event goes for $6-7 million dollars.
Planter’s Peanuts isn’t a rookie to game-time advertising and their commercials have been a hit in the past. Most notably, their 2020 Baby Nut commercial featuring the funeral for Mr. Peanut achieved true virality.
For their 2023 spot, Planter’s sought again to ride the wave of social media attention that the game draws with the roast of Mr. Peanut- but they didn’t just stick to TV and social. The CPG brand partnered with JCDecaux to activate across key airports and urban street furniture markets coast-to-coast; LAX, DFW, IAH, PIT, MIA, HOU, as well as New York, Chicago, and Boston digital networks.
This omnichannel approach is a great way to extend ad campaigns without having to splurge on multiple $7 million dollar spots. With the flexibility of programmatic and the mass audience that OOH has to offer, adding digital OOH advertising with JCDecaux was a no-brainer for this savvy brand.
Adding coverage with airport and roadside DOOH allowed Planter’s to leverage dwell times and consumers’ heightened sense of awareness in order to drive QR code engagement.
DOOH is the perfect pair for social-media worthy ad campaigns. According to the Harris Poll, 91% of Gen Z and 82% of millennials would reshare an OOH ad on social media. With programmatic, it’s easier than ever for brands to leverage this with JCDecaux and reach mass audiences in airports and cities across the U.S.