LA X NYC
Mindy benner
Our brief, find a way to leverage Hulu’s rabid fan base that consumed more hours on the platform than on any other streaming service.
Welcome to the Hulu Motel. A place where you can give into all of your pop culture obsessions. Only for the truly obsessed. No questions asked. No judgments made. We got rooms by the episode. So come. Relax. Stay awhile. It’s time to check in to your obsessions.
The Hulu Motel campaign was brought to life across a range of film, social and yes, a real motel.
We launched with cinema 60s and 30s that ran on air and online.
We created 10 x :15s to blow out the world of the motel. Each room telling a different story about a guest leaning into their Hulu obsessions.
Then we brought the our campaign to life by creating a three day long immersive motel experience that allowed fans to dive into their pop culture obsessions. We created 5 different rooms, filled with 100’s of instagrammable easter egg from Hulu’s favorite shows, and had a ton of interactive experiences, including nightly performances from Kimchi Ru Paul Drag Race S8 runner up, What We Do In The Shadows Vampires, Mayan Motorcycle bouncers and even an Only Murders in the Building themed escape room that generated over 3.94M impressions and sold out almost instantly.
An immersive motel experience, filled with interactive experiences, instagrammable moments, immersive actors and 100’s of easter eggs from all of your favorite Hulu shows.
Tons of influencers and fans captured content on all the social feeds.
We even created custom confessional styled videos for fans to share. Fans could pick their favorite reality tv show genres from cooking, to competition to dating reality show and our “reality tv producer” would take them to a confessional video booth to film and edit a custom video complete with stock footage, music and all the drama. Fans waited over an hour to get their confessionals made.
So much design went into this activation. From the map, menus, signage, the motel logo and neon signs, to photo templates that print out at the photo booth, motel room keys, drink stirs and door tags and those little note pads you find at the telephone in your room - all of it with impeccable detail to make the motel feel really real.
As seen on Adweek, Collider, AdAge, Agency Spy, Screenrant and across IG and TikTok
Creatives: Daniel Chen (CD), Brian Moore (CD), Johnross Post (ACD), Max Schein (ACD), Adam Tetreault (ACD), James Moslander (ACD), Design: Ash Mendez, Derek Vander Griend
Film Director: Tom Noakes Activation Director: Jason Zada
