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cjaekle@curiosity.fun
The Background
The Super Bowl is advertising’s biggest Sunday. For Easter staple PEEPS, we wanted to make it the second biggest—without paying for a spot.
The Challenge
Get PEEPS into the Super Bowl conversation in a way that felt true to the product and recognizable to its fans.
The Strategy
PEEPS fanatics don’t just eat the product—they build with it. Dioramas, scenes, entire worlds, sometimes entered into actual competitions. That insight led to PEEPSplays: recreating the game’s biggest moments in real time using a handmade stadium and marshmallow bunny players.
While other brands leaned into AI, we went tactile and analog, charming audiences with the same touch of nostalgia that makes PEEPS so beloved.
How did we pull this off?
We had 10 days to plan, build, and rehearse.
We pre-shot elements we could control, like fan reactions, a spiraling football, and even a PEEPS Bunny halftime show—a nod to the real-world Bad Bunny performance. On game night, we reacted live to the biggest moments, filming, editing, and posting within minutes of key plays. (Eventually, impressed fans started timing us.) When gameplay was slow, we created our own moments.
We ran community management on PEEPS social accounts, engaging with big brands and new fans who are already begging us to do it again next year.
The Results
In 48 Hours:
11.33 million impressions across social channels
332 strategically silly pieces of content.
Over 2,000 New Fans | +9,350% vs. avg. week
Nearly 175,000 Engagements at 10.08% Engagement Rate
4:27 Average Time Play to Post
And $8M savings from not running a Super Bowl spot
