Tubi caused many of the 113 million US viewers watching the Super Bowl Sunday night to frantically search for their TV remote. The ad-supported streaming platform’s fake-out ad simulated a connected TV (CTV) platform exiting the big game, scrolling to Tubi, and opening the app.
“Disrupt, make noise, get people talking about Tubi the next day.” That was the goal for the campaign, said Greg Hahn, co-founder and chief creative officer of Mischief, the agency behind Tubi’s “interface interruption” and “rabbit hole”-themed Super Bowl ads.
Tubi or not to be: The commercial itself didn’t explain much about what Tubi is, besides offering a product demonstration for viewers who weren’t desperately searching for the remote. But Tubi followed it up with banner ads the next day to keep viewers engaged.
“I’ve got a lot of people going, Tubi just magically appeared on my TV,” said Hahn, pointing toward banner ads Tubi ran on smart TVs Monday morning. “It’s the first thing you see.”
Super Bold: “[The Super Bowl] is kind of a rare opportunity to see what happens when everyone is watching the same thing and reacting at the same time,” said Hahn. With that in mind, Tubi needed to stand out.
What does this mean for marketers and brands beyond the big game? Take the risk.
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