Tubi Claims to Be the ‘Stupid Smart Way’ to Stream in New Campaign

It's free, but audiences are 'skeptical,' says marketing head

Tubi is launching a new campaign tied to the holidays. Tubi
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Tubi, an ad-supported, free-to-consumers streaming service, is “the best free steaming service that no one has ever heard of,” according to the company’s head of marketing, but a new brand campaign tied to the holidays aims to change that.

“When people hear free streaming, they get a little bit skeptical,” Emily Jordan said. “Free doesn’t necessarily mean cheap or illegal. It’s really like a life hack. It’s a simple, smart choice.”

That’s the theme of the campaign, which is tied to the holidays—that Tubi is the “stupid smart way” to stream TV and movies.

Tubi launched four years ago and has seen significant growth this year in particular, increasing view time by 1,800 percent since 2016, the company claims.

The service sorts movies by categories not offered by other streaming services, namely by Rotten Tomatoes ratings and “not on Netflix.”

Recently, Tubi has looked to expand its offerings through new partnerships, including with Comcast to put its service on the company’s X1 platform.

Tubi’s campaign, done in partnership with Vice’s creative agency, Virtue, will include bus wraps in New York, San Francisco and L.A. starting around Christmas Day. The videos will run on social media, including YouTube, Facebook and Instagram, until Jan. 31.

The service, which is available for free on Android and iOS devices as well as Roku, Apple TV, Chromecast, Xbox 360, PlayStation 4, Samsung and Amazon Fire TV, will time its ads to run when consumers are unwrapping some of these very devices.

“This is a great time for families to be together,” Jordan said. “We want to make sure when families are viewing together, we want to be there for them.”

@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.