The Super Bowl ad death of Mr. Peanut has turned into social marketing gold for Planters.
All that coverage adds up to be worth an estimated $13.7 million in equivalent brand value, according to the Apex Marketing Group. That would more than cover the cost of the Super Bowl commercial’s airtime which Fox is selling for an estimated $5.6 million. A second spot showing the funeral of Mr. Peanut is scheduled to run on Feb. 2, during the game.
The Super Bowl and the attendant commercials attract an audience that exceeds 90 million viewers each year.Doritos teaser spot featuring actor Sam Elliott garnered $1.8 million in brand value over the same two-day period with its 4.2 million YouTube views. A Cheetos teaser featuring MC Hammer drew an estimated $1.5 million in value and 3.36 million YouTube views as of Friday afternoon.
“Critics have disagreed in the past about brands releasing the Super Bowl commercials prior to them airing during the big game, but Planters has proved them wrong, showing how the lead-up to the game can be just as valuable as the airing of their spot during the game," Eric Smallwood, president at Apex, told NBC News.that the concept was aimed at exploring how the public connects with the death of fictional characters.
“When Iron Man died, we saw an incredible reaction on Twitter and on social media," Mike Pierantozzi, group creative director, told CNBC. “It’s a strange phenomenon."
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