The Peanuts brand was beloved – by people over the age of 40. In order for the Peanuts Movie to work, we needed to make kids feel that the Peanuts Gang was fun without making it feel untrue to the 65 year old brand. A series of initiatives – PeanutizeMe.com, the first ever Snapchat branded lens, the largest ever Fine Bros integration – were squarely aimed at making our movie feel young and fun. The Peanutize Me effort, in particular, resulted in 17 million visits, 7 million characters created with an average of 12 minutes per session."
