Meanwhile, social media stars will continue to weigh in on Atelier’s attempts to capture the youth market. And to help them with their posts, Tubi has designed a pair of Premiere Kits—one for B2B folks and the other for influencers.
“All of this feels very endemic to the show,” Parlapiano notes. “We really want to communicate the ensemble cast and the fun of it.”
Phase 3: The Post-Game
Once audiences have sampled The Z-Suite’s first two episodes, the rest of the campaign is about ensuring they make a meal out of the whole first season. And the show’s characters will take point on bringing them back to the table.
To that end, the next wave of paid social spots will feature Kriska’s colleague Elliot (Spencer Stevenson), who is an expert in both fashion and reverse psychology. Instead of convincing real Gen-Zers why they should be watching The Z-Suite, Elliot’s angle is to tell them why they maybe shouldn’t watch it.
“Gen-Z is very ironic, and telling them that something isn’t for them is actually a good hack into getting them to watch things,” Parlapiano explains.
Other Phase 3 elements include targeted outdoor advertising campaigns in major cities like New York, Los Angeles, and Chicago; B2B paid social that incorporates business tools like Google Calendar; and a 30-second version of the Super Bowl spot.
“We’re leaning into how these characters would actually build campaigns for clients,” Parlapiano says. “It was interesting to play with those generational tensions and really go for it in this campaign.”
Since The Z-Suite’s ad campaign is all about blurred lines, it would only seem natural for the show to bring actual Tubi and VaynerMedia employees into Atelier. Asked whether he’d like to play himself on the series, Vaynerchuk has a guest star pitch cued up.