Hasta La Creative!

After Seattle Seahawks running back Marshawn Lynch rumbled for two touchdowns in the NFL playoffs last weekend, the hometown fans tossed his favorite candy, Skittles, onto the field as FOX cameras zoomed in.

The Seahawks won that game on the back of Mr. Lynch’s performance and, should they punch a ticket to the Super Bowl by winning again this weekend, the free exposure for Skittles could be worth up to $5 million dollars, according to Kantar Media.

Kantar’s Sports division reached the figure by building a model based off camera time and mentions of Skittles by broadcasters during last week’s game. It also included the assumption of a short segment about the running back’s relationship with the candy. The number was churned out by Kantar Media’s Sports measurement software.

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