Peanutize Me!

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Objective

Create a hyper shareable experience that allows any user to create themselves as a Peanuts character in order to generate awareness of the 20th Century Fox film, The Peanuts Movie, released in November, 2015.

Solution

We created and designed Peanutize Me! with over 860 custom assets, including clothes, shoes, hair styles, accessories, etc. in a mobile-optimized site that allowed users to share their Peanutized selves to their social channels. We also created celebrity characters that included Whoopi Goldberg, Ryan Seacrest, Kylie Jenner, Betsey Johnson, eight Bravo TV celebrities, and a number of YouTube influencers. Following the initial launch, we’ve released customized seasonal assets to keep Peanutize Me! fresh and relevant.

Results

The Peanuts Movie grossed over $44MM on opening weekend ($134MM worldwide as of Dec 6, 2015). Peanutizme.com generated:

Press

Praise for the site was everywhere!

For those who've grown up wishing they could climb inside a Peanuts cartoon strip, Peanutize Me! is the next best thing.

Mashable

The trailer was almost forgotten in the whirlwind of consumers using the online app to implicitly hawk the new animated feature.

Forbes

The tool was created to get Charlie Brown fans hyped for the upcoming “The Peanuts Movie,” and to be honest, these personalized “Peanuts” characters are probably the cutest things to ever happen to the Internet.

Elitedaily.com

The internet just granted you a super power unlike any you’ve ever known.


Social

Jimmy Fallon hyping it in his opening monologue:

Influencers loved it:

Hooray! Now we can all be @PeanutsMovie characters. (via @usatodaylife) http://t.co/SnUMwCeysK pic.twitter.com/7NQ93V6Tb6

— refinery29 (@Refinery29) September 23, 2015

The @CommunityTV cast has been #Peanutized! pic.twitter.com/hG8mhEOCXQ

— The Peanuts Movie (@PeanutsMovie) September 24, 2015

This cool ad/app for the new Peanuts movie lets you design your own character and put them in a scene. #Peanutsmovie pic.twitter.com/dldlfJAK5P

— Scott Thompson (@ScottThompson_) September 23, 2015

Getting pretty excited for the new #Peanuts movie. So I made myself a character. You can too http://www.peanutizeme.com/en/ #thepeanutsmovie #fun #snoopy

A photo posted by David Campbell (@davidcampbell73) on

.@LittleDebbie gets Peanutized! Create your own at http://t.co/Hh08onIIYv pic.twitter.com/jgcShzl7OP

— The Peanuts Movie (@PeanutsMovie) September 24, 2015

I LOVE SNOOPY SO MUCH I COULD BURST. Check out my #PeanutsMovie character http://t.co/8Y65h0ld6t via @20CenturyFoxUK

— lizzieroper (@lizzieroper) September 22, 2015

There’s an amazing new website which turns you into a Peanuts character #PeanutsMovie http://t.co/CupH4qx60D pic.twitter.com/V9wLvWaOhO

— Metro Entertainment (@Metro_Ents) September 21, 2015

Use the #peanutizeme website to make yourself a @PeanutsMovie character http://t.co/nLgxf4dixw So Fun! 👍❤️😁 pic.twitter.com/tCxp0tvTtw

— lexi♡ (@alexirob) September 22, 2015

If I were a #Peanut. I can't even deal with how adorable this is 💜 #PeanutizeMe @PeanutsMovie pic.twitter.com/6JTtHpQCZv

— Mandy Hale (@MissMandyHale) September 22, 2015

"Peanuts" Community.

Posted by Ken Jeong on Wednesday, September 23, 2015

This is me, if I were in the #PeanutsMovie. Uncanny likeness. Show me yours! http://t.co/4nA2jAwoz3 via @PeanutsMovie pic.twitter.com/O6cGMeIOYQ

— Shoshanna Evers (@ShoshannaEvers) September 21, 2015

Awards


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