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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?
![](https://media.foxadsolutions.com/wp-content/uploads/2023/10/30094328/Roast-Stage.png)
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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.
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![](https://media.foxadsolutions.com/wp-content/uploads/2023/10/30103710/mr-peanut-podium.png)
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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.
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![](https://media.foxadsolutions.com/wp-content/uploads/2023/10/30095550/mr-peanut-rectangle.png)
![](https://media.foxadsolutions.com/wp-content/uploads/2023/10/13164939/blank-image.png)
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.
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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.
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