Tubi is launching an innovative marketing campaign for its new series, The Z-Suite, starring Lauren Graham. This meta campaign, designed alongside VaynerMedia and DDA, blurs boundaries between real and fictional advertising, presenting the show as a reality. It entails a three-phase strategy: the pre-game phase includes a hype reel showcasing the fictional Atelier Ad Agency, while the campaign explores generational conflicts within the advertising industry. Tubi's CMO and Gary Vaynerchuk highlight the significance of maintaining character and breaking conventional advertising patterns across various media channels to engage Gen-Z audiences effectively.
"We never break character," enthuses Tubi CMO Nicole Parlapiano. "It's been fun to embrace building a world around the show and not just doing the standard stuff."
"There's a lot of fertile ground when you blur the lines," Gary Vaynerchuk, VaynerMedia's CEO, says of that approach. "Whether we're doing outdoor stuff or pop-up events, it's important to break patterns."
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