Perhaps an unpopular opinion: Tubi could have done better.

Like the rest of the #marketing world, we’re still analyzing the success of the most important part of the Super Bowl…the commercials! The question is:

Did Tubi take the top or did they miss the mark? Most of the ad publications say yes, and I agree…to a certain extent.

Here’s what they did well:

With a 15 second ad slot, Tubi effectively created an “in-home” Visual Brand Experience. They:

• Elicited an emotional response from viewers (read: “What the hell is Dad doing with the remote?!”)
• Captured your attention in less than 7 seconds
• Improved brand recognition 

While Tubi creates short-term buzz, the initiative functions as… a one off, singular ad. And I’m willing to bet once the Super Bowl commercial hype wears off, so too will Tubi.

Where Tubi misses the mark

This is where the importance of considering all the crucial components of a Visual Brand Experience comes into play. Tubi seems to be missing the mark on Creating a Lasting Impression.  When brands take the time to thoughtfully plan out visuals and how they’ll align with their overall marketing goals, they end up with timeless content that can be proliferated across multiple platforms.

Historically, Tubi has run marketing campaigns with creative larger than life themes. Their most recent visual initiative features an Alice in Wonderland theme with rabbits the size of full grown men; leaning on shock factor and humor similar to the popular Super Bowl commercial. While these ads are certainly creative, they're failing to tie together and create an impactful storyline that supports a larger marketing message.

How could they do better, you ask?

We say, build upon the virality of the Super Bowl commercial! Start with a giveaway around video submissions to re-engage your audience while fresh in their minds. Use this opportunity to gather all of the hysterical real life reactions to the commercial and create short-form social content with TikTok Duets to keep the relatable in-home moments alive and the Tubi brand relevant and memorable.

How to create your lasting brand impression

Many  marketers, like Tubi, put all their eggs in one basket. We see this a lot with brands and #experientialmarketing; all the focus is on the experience and little consideration is given to how to amplify those efforts with impactful visual storytelling. Here’s what we recommend to make sure your community engagement initiatives don’t end at the initial moment of connection. 

• Ask yourself and take the time to identify WHY you’re creating the initiative in the first place. 
• Then determine how you can use visuals to support that goal. In-depth discovery is key here.
• Develop a robust creative brief to further identify and refine your video concepts

What do you think, did Tubi execute their Super Bowl campaign to perfection? Or Is there room for improvement?

Curious to know the level of influence YOUR brand has with the visuals you use to support your marketing? Take the assessment HERE