THE “PEANUTS” EMPIRE continues to find savvy ways to spread the brand — particularly to the generation largely born after creator Charles Schulz’s death in February of 2000.
Beginning shortly after 9 p.m. ET Wednesday, the hashtag “#SnoopyValentine” began to trend nationally. [Update: The hashtag trended for nearly an hour.]
The reason? Because the “Peanuts” franchise teamed with Nickelodeon star Ariana Grande — she of the red-tinted locks on the tween hit “Victorious” — for what they billed as a “Twitter Valentine Party.”
Grande — who is promoting her new single “Put Your Hearts Up ” — was a smart partner for at least two reasons:
1. Because she plays the teen character Cat Valentine on “Victorious,” Grande and her crimson coif are easily linked to the Little Red-Haired Girl, the object of Charlie Brown’s pining affections from afar. And...
2. She has more than 1.2-million Twitter followers.
On Wednesday, Tweets poured in by the hundreds.
Through the “Twitter Party,” “Peanuts” was able to promote not only this Saturday’s airings of Charlie Brown Valentine’s specials on ABC, but also Snoopy’s Street Fair digital game.
Last summer, Peanuts Worldwide announced that it was launching a major digital and social-media expansion through its new owner, Iconix Brand Group — whose consumer brands include Badgley Mischka, Bongo and Jay-Z’s Roca Wear.
“I’m excited by what the Peanuts Worldwide team is doing with these digital initiatives,” Jean Schulz, wife of the late cartoonist, told Comic Riffs at the time. The “Peanuts” Facebook fan page now has nearly a million subscribed fans.
Shortly after Wednesday’s #SnoopyValentine event ended, @ArianaGrande vowed to reward the thousands of following fans, tweeting: “Thanks 4 joining our Valentine's party!.. Twitter was over capacity 4 most of the time so I will continue 2 answer throughout the night. <3 “