Unless it’s called Final.Final.FINAL, it’s not the real thing

mlns='> Your worst day at work has nothing on this [View Message in Browser]( / [Add Us to Safe Sender List]( [Content Marketing Institute]( Daily News and Alert 5.8.23 Connect with CMI Hi everyone, There’s so much going on in content I had trouble settling on one thing to talk about today. There’s the [seemingly empathetic trend]( of emailing customers to ask if they want to opt out of emails about Mother’s Day or other potentially triggering events. Then there’s the stream of questionable decisions and new policies seemingly designed to push Twitter’s remaining [advertisers]( [partners]( and [high-profile accounts]( away. And there’s the steady drumbeat of AI announcements (e.g., ChatGPT-enhanced Bing [became available to anyone]( with a Microsoft account last week). But I decided to share an example from challenger streaming brand Tubi because it made me laugh out loud. You might remember the brand’s Super Bowl ad, which caught viewers’ attention by making them think someone had changed the channel at a crucial moment in the game. The short film that earned the chuckle (and provided this email’s subject line) is part of a series that [aims squarely at a B2B audience]( Marketers who might consider advertising on Tubi. You can watch the [series trailer]( here: One of the films focuses on the terrifying aftermath of releasing the wrong version of an asset. Another one depicts the danger of getting too close to a Gen Z audience. A third entry takes a rom-com style approach to show a highly targeted ad campaign with an unexpected outcome. You can watch them all from [this playlist.]( Interestingly, each entry is at least five minutes long, bucking the trend of ever-shorter videos. And nothing about them feels rushed – for better or worse (I watched them at 1.25x speed). Will it help Tubi win over marketing dollars? I don’t know, but I applaud the ambition and creativity. I’d love to hear [what you think of any or all of these:](mailto:kim.moutsos@informa.com?subject=CMI%20feedback%20-%20content%20news%20riches) Specific holiday opt-outs, Twitter tantrums, AI everything, and trend-bucking challenger content. Here are some resources to help you have an ambitiously creative week.  Kim Moutsos Vice President of Editorial Content Marketing Institute [Share your feedback](mailto:kim.moutsos@informa.com?subject=Feedback)  ICYMI: [5 Lessons From the Content Marketing Awards Project of the Year Finalists]( Tubi’s not the only brand using content to get attention in a crowded field. These five brands craft content so impressive that they won Content Marketing Awards in 2022 – and, just as importantly, helped their businesses. (Hot tip: Study these examples to see what stands out to judges, then enter your best work by May 21 to be considered for a [2023 Content Marketing Award](  Wednesday Webinar: [Learn Adobe's Secrets to Transforming the Content Creation Process]( | 2 ET/11 PT Do you wrestle with version control (which one is really final – Final.Final or Final.Final.FINAL?), asset management, and other content creation headaches? Adobe content teams did, too, until they figured out a better way. They’ll share how they made their processes more scalable, collaborative, and efficient – and how you can, too. [Register]( to save your spot for the live discussion or get a recording you can watch on demand.  [ANALYTICS & DATA RESOURCES](  Events [Content Marketing World]( [ContentTECH Summit]( [Content Marketing Awards]( Resources [Research]( [White Paper/eBook Library]( [Content Voices]( Education [Content Marketing University]( [Chief Content Officer]( [Webinars]( [Job Listings]( Interested in advertising with CMI? [Learn more.]( To change your email preferences or unsubscribe, visit our [subscription center.]( Copyright © 2023 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]