Tubi is making movie magic for brands.
During the Super Bowl, Fox’s ad-supported streaming service debuted a Tubi Movies campaign for e.l.f cosmetics, NERDS, and Poppi, which hijacked the brand’s spots and reinterpreted them into film trailers that aired exclusively on Tubi.
According to Tubi, the creative trailers—which were developed in partnership with Mischief @ No Fixed Address—reflect the streamer’s content strategy that goes against the monoculture and celebrates fandoms.
If fans ask for more, it will develop these trailers into actual Tubi Originals.
“We’ve seen Tubi fans on social media respond to unbelievable moments with — ‘that should be a Tubi movie.’ Bringing that meme to life is what inspired this campaign,” Nicole Parlapiano, Tubi CMO, said in a statement. “We wanted to show marketers that we mean business and our creative breaks through with our massive, engaged audience on our platform.”
“Whether it’s partnering on creative for a campaign on Tubi, creating a bespoke integration into a Tubi Original, or taking over the platform with in-app branding—Tubi is in the business of creating entertaining, streaming-first brand moments,” she continued.
The first trailer that debuted was for e.l.f Cosmetics, followed the brand’s “e.l.f. von zehn” hero spot. In this movie trailer, viewers are immersed into a different and dark side of lab scientist, Klaus (played Christopher Kouros) and the scientific method to his madness.
Launched earlier this month, “e.l.f. von zehn” is a global awareness campaign that puts real product reviews for Power Grip Primer, Halo Glow, and other e.l.f. favorites through “outrageously literal and seriously funny” lab tests to earn e.l.f. von zehn (11/10) ratings.
In addition to the movie trailer, e.l.f. is the first brand sponsoring Tubi’s new shoppable experience, which allowed viewers to shop their e.l.f. favorites directly on shop.tubi.tv without disrupting their viewing experience during the game.
“Tubi’s and e.l.f.’s aligned goals to democratize access and serve the underserved made coming together for the Big Game an obvious choice. Together, we are disrupting a huge cultural conversation,” Laurie Lam, e.l.f. Beauty’s chief brand officer, said. “E.l.f. is no stranger to making noise at the Big Game. This year, we are showing up in an unexpected way to disrupt norms, shape culture and connect communities with absurdly entertaining content.”
