B&C’s Alex Weprin reports Hulu is launching its first ad campaign and its doing it on the biggest night on TV: the Super Bowl. Writes Weprin:

The company, headed by former Amazon executive Jason Kilar, hasn’t purchased any advertising up until now, instead relying on word of mouth and linkage online.

Hulu isn’t saying what the campaign will look like, if there will be a spokesperson or “voice” or if there will be any taglines. Rather, the company says it will “reveal the secret behind Hulu.

Hulu is a joint venture between NBCUniversal and News Corp. NBC TV is broadcasting this year’s Super Bowl.