For consumers, Zeam will give them a local lens into places and events that matter to them.
“As viewers and the industry continue to migrate to streaming, local television stations need to find a way to build a sustainable business that helps them not just survive but thrive in the streaming age,” said Perry in a statement.
The Stamos campaign
Martin said the Zeam launch is a complex plan that hasn’t been done at this scale.
“Were able to use our technology platform, Skeptic, to optimize media and creative for every local market across the country, which means John Stamos is literally talking to you no matter where you live,” said Martin.
In the campaign, Stamos calls out the locale in each spot, championing the power of local.
Martin joked that Stamos is an “unnecessary celebrity spokesperson. No matter how sexy and adorable and talented John Stamos is—and he’s all of that and more—Zeam doesn’t need him, as he likes to say, because the platform itself is so compelling. That said, John is one of the most fun, hilarious and brilliant celebrities we’ve worked with,” said Martin.
Phase one of the campaign includes a multichannel approach to every market, with TV, digital, social, OOH and experiential activations, including a Zeam360 van that is embarking on a barnstorming tour, stopping at nearly 30 local broadcast stations en route to the Super Bowl to help local broadcast stations learn about the possibilities of OTT.
The tour will continue after the Super Bowl as well. In addition, Zeam has established a studio in Times Square to host local, independent creators and provide a platform for them to reach a broad base of viewers. The studio will also serve as a billboard to promote the power of local to passersby.
“The next two phases of the campaign will showcase some incredible local talent and programming that people haven’t seen before,” added Martin.
