PEEPS®
The Super Bowl is advertising’s biggest Sunday. For Easter staple PEEPS®, it was our mission to make it their second biggest Sunday. Without the budget for a big game spot, we wanted to get in on the second-screen discourse in the most authentic PEEPS® way possible. Which meant building a football stadium diorama, practicing plays with marshmallow Chicks, and winning the night on social all in ten days.
People typically associate PEEPS® with Easter. We needed to kick off the season early with a social stunt that brought their candies top of mind on advertising’s biggest night. That meant recreating all of the Super Bowl’s biggest moments (and making a few of our own) on a diorama set minutes after it happened in real life.
PEEPS® fanatics don’t just eat the fluffy confections. They DIY with them, too, creating PEEPS® dioramas of just about everything imaginable (yes, there are even competitions for this). That served as inspiration for Instant PEEPSplays and the decision to go as analog and tactile as possible in our videos, counter to several brands turning to AI for their big game executions. People didn’t just notice our play. They preferred it.
Once the idea was approved, we had about ten days to build the stadium, launch teasers, scenario plan, practice and plus up. This meant pre-filming certain aspects, like cutaways to PEEPS® Chick fans in the stadium, a spiraling football mid-flight, and our pièce de résistance: a PEEPS® Bunny halftime show as a nod to the real Bad Bunny halftime show. On game night, we reacted immediately to the biggest moments, filming, editing and voicing over our Instant PEEPSplays and posting within minutes of the plays actually happening. Eventually, commenters even started timing us. With no idea what would happen, our team capitalized on moments that felt right, and even creating our own as the first half of the game proved to be a little… mellow. In addition to the videos, we ran community management on PEEPS® social accounts, engaging with big brands and new fans who are already begging us to do it all again next year.
