Hulu Original mystery-comedy series “Only Murders in the Building” follows three strangers (Steve Martin, Martin Short, and Selena Gomez) with a shared interest in true crime podcasts who launch their own amateur investigation and podcast when a grisly murder takes place in their affluent Upper West Side apartment building, The Arconia. The trio continues to find themselves faced with suspicious murders that they set out to solve through their podcast.
Season 3 of "Only Murders in the Building" adds two huge guest stars to the season's cast: the incomparable Meryl Streep and Paul Rudd. This season takes the mystery to Broadway, adding some phenomenal musical numbers and truly theatrical moments that elevate the series to new heights.
Ahead of its launch, Hulu Originals’ goal was to create an “everywhere you look” 360-degree promotional campaign that would convey the message that season 3 of “Only Murders in the Building” would be the most exciting - a bigger mystery, more suspects, and even more twists. Each element of the campaign would feel larger than life - a spectacle comparable to a Broadway show.
To excite viewers for Season 3, Hulu Originals created a global campaign that brought fans into its mystery alongside its favorite true crime trio with no shortage of hilarious moments.
The campaign included:
- Only Murders in the Building Escape Room Experience: This branded escape room was played across sets that looked like rooms in the Arconia and included hidden bookcase doorways, secret passageways, and immersive elements that made attendees feel as though they’d entered the “Only Murders” universe.
Throughout the hour-long experience, attendees uncovered the latest secrets of the Arconia’s residents, relived their favorite show moments, and interacted with props and Easter eggs from the series. (Based in NYC and LA)
- Social Campaign: The Hulu Originals social team created a star-studded social campaign that brought fans exclusive content with hilarious and unexpected moments (like the legendary Meryl Streep's casting reveal). Memes, character bios, fashion highlights, standout moments in the show, on-set behind-the-scenes content, and sneak peeks generated millions of views.
- “One Killer Question”: This Emmy Award-winning aftershow explores the mysteries and characters of “Only Murders in the Building.”
- Backstage at the Goosebury: This experiential activation put fans in the main character’s shoes. At the Goosebury Theater (aka the United Palace Theatre in NYC, where Season 3 was filmed), fans investigated crime scenes riddled with hidden messages and clues, including sets, props, and costumes from the show, to find out whodunnit.
The campaign was a huge success - We successfully exceeded our goals with our marketing tactics.
- During its flight, Hulu Originals pulled in 1 million social followers and earned more than 14.5 billion media impressions.
- On social, Hulu Originals increased following 500K season over season.
- Events received 11B+ media impressions from the premiere and finale consumer activations alone, while in media the in-world tactics over-delivered on planned KPIs by 200%.
Video for Only Murders in the Building Season 3 360 Campaign
