In a groundbreaking Super Bowl campaign, PLANTERS partnered with Vayner Media and Flowcode to create a fully interactive experience for viewers. By leveraging QR technology, fans could instantly access extended content from The Roast of Mr. Peanut, driving significant engagement and valuable consumer insights.

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Client Overview

PLANTERS, a beloved snack brand known for its variety of peanut products, has been a household name for decades. With an iconic mascot, Mr. Peanut, PLANTERS continues to innovate through bold marketing strategies that captivate audiences worldwide.

Vayner Media, a leading digital marketing and advertising agency, is renowned for its cutting-edge campaigns that merge creativity with data-driven results. They work with global brands to craft compelling narratives and deliver measurable business outcomes.

Challenge

PLANTERS wanted to make a major impact during the 2023 Super Bowl and generate buzz around their latest ad, The Roast of Mr. Peanut. The goal was to increase brand engagement while collecting meaningful consumer data. The challenge was to drive viewers from a 30-second TV spot to long-form digital content in a way that felt seamless and exciting.

Unlocking Interactive Experiences with a Simple Scan

To meet these goals, PLANTERS and Vayner Media partnered with Flowcode to integrate scannable QR technology into the Super Bowl ad. Viewers could scan the Flowcode featured in The Roast of Mr. Peanut to access exclusive long-form content on YouTube. By scanning, consumers engaged with additional branded content while PLANTERS collected valuable data.

Flowcode not only bridged the gap between TV and digital engagement, but also enabled real-time tracking of consumer behavior, giving PLANTERS insights into geographic regions and audience preferences. This allowed PLANTERS to optimize future campaigns for even greater effectiveness.

Results

• High Engagement: 76% of scanners viewed the full-length YouTube content, showing strong interest in Mr. Peanut's extended story.
• Opt-In Success: 45% of scanners opted in to share their precise location, providing PLANTERS with valuable geographic insights for future targeting.
• Device Data: 84% of scanners accessed the content via iOS devices, helping PLANTERS understand their audience's platform preferences

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The creative nature of this interactive campaign also helped PLANTERS garner significant coverage, including from Ad Age and USA Today’s Ad Meter.

The Evolution of Immersive Brand Experiences

PLANTERS and Vayner Media’s collaboration with Flowcode showcases the future of interactive advertising. By integrating scannable content directly into the Super Bowl experience, they transformed traditional media into a digital gateway, deepening engagement and driving measurable results. As PLANTERS continues to push boundaries with bold, data-driven strategies, they remain a leader in innovative marketing.