Tubi
Tubi wanted to reveal itself to the world, personality first. To enhance attention and effectiveness, I chose to focus on the things Tubi offers that no other streamer can—the world’s largest free, ad-supported content collection, frictionless viewing, and a willingness to get weird.
Pre-Game: Rabbits Digging Holes
One Week Out
We’ll start with “rabbit” appearances in New York and Los Angeles during the week leading up to the Super Bowl. Rabbits will show up, digging holes in multiple prominent locations with heavy equipment on city streets.
Super Bowl Weekend
The rabbits will show up in the Phoenix, AZ area digging a hole at a football field, a library, prominently featured locations from the :60 sec spot.
Tubi is playing from behind with social followers and user numbers. Let's make it “can't-miss” IRL.
~300K
Visitors to the Phoenix area for Super Bowl LVII
~2.3M
Visitors per week to Times Square
~200K
Visitors per week to the Hollywood Walk of Fame
Post-Game: Go Down the Rabbit Hole
Out-of-Home
We’ll pull surreal imagery from the :60 and display it in high-traffic areas where people spend time on their phones. The QR code leads to a rabbit-hole randomizer that lets users spin the wheel until it’s interesting.
Users can then open the list in Tubi, save it to Watch Later, or send themselves a code to open the rabbit hole later. Those different options are important because Tubi is free with no sign-up required to start watching.
They will also have the option to submit their own rabbit holes to the ever-growing collection.