The Peanuts Marketing Blitz Was Everywhere, but Much of Its Social Engagement Was 'Dismal'

Experts say movie's core audience isn't 'socially motivated'

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Over the past few weeks, 20th Century Fox kicked its exhaustive marketing push for The Peanuts Movie into high gear using a strategy similar to this summer's Minions movie.

Charles Schulz's characters were everywhere—the Today show, Snapchat, dual-branded packaging and social media posts for a variety of brands—and, at first glance, it seems to have worked. The movie brought in a healthy $45 million during its opening weekend.

But was that thanks to the film's marketing strategy? And even if the film's traditional marketing worked, were its myriad brand partnerships successful? 

Not only were consumers able to 'Peanutize' themselves, but the film had major partnerships—including Target's co-branded television spots, McDonald'sHorizon Organic, Nestle, UNICEF, Little Debbie, Red Baron, Build-A-Bear Workshop, Tyson and a MetLife blimp.

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