Snoopy lends Text Santa a helping paw

Challenge

In order to make Snoopy and Charlie Brown: The Peanuts Movie a huge launch by capturing the imagination of a broad audience, 20th Century Fox needed to achieve cut-through in a cluttered Christmas period.

Insight

Christmas is a time for families to dream big.

Idea

By partnering with ITV's Text Santa, 20th Century Fox, celebrated the UK release of Snoopy and Charlie Brown: The Peanuts Movie and raised money for Macmillan Cancer Support, Make-A-Wish® UK and Save the Children. They achieved wide reach by aligning themselves with the variety entertainment show whilst also achieving awareness with their key target audience; families.

Implementation

Snoopy and Charlie Brown: The Peanuts Movie became an Official Partner and Broadcast Sponsor of ITV's Text Santa which aired on 18th December 2015. The partnership was further activated through extra fundraising initiatives, such as special screenings and the sale of exclusive Snoopy pin badges.

What's more, a host of celebrities including Andy Murray, Jack Black and Little Mix, joined ITV talent such as Joanna Lumley and the Corrie cast to help design bespoke versions of Snoopy's iconic kennel. A total of 16 kennels were showcased in a tour of 6 cities across the country before being auctioned off to the public with all proceeds going to Text Santa.

Results