More than 15 years after its original series finale, Mike Judge’s mega-hit adult animated comedy “King of the Hill” returns with a fourteenth season on Hulu.
Hulu’s campaign aimed to re-engage longtime fans while introducing new viewers to the series’ hilarious characters and small-town world of Arlent, Texas. To do this, the team developed a suite of unique, social-forward assets – including the Theo Von x Hank Hill custom animation interview, a looping vertical review AV asset, a Reddit AMA with Hank Hill, and additional short-form promos – that highlighted the series’ humor, charm, and evolution into the revival.
Beyond leveraging the show’s rich history and beloved cast, the campaign tapped into cultural touchstones and trends relevant to Millennials and older Gen Z, creating content that was both familiar to fans and inviting to newcomers.
The social media campaign for “King of the Hill” S14 was designed as a multi-pronged social effort to reach longtime fans while introducing new viewers to the humor, characters, and world of Arlen, Texas. The goal was to create a variety of touchpoints that could engage audiences across different platforms, blending nostalgia, critical acclaim, and playful experimentation to reflect both the series’ history and its contemporary relevance.
The campaign included:
Each asset was carefully crafted to feel native to its platform while maintaining the series’ humor, tone, and personality. Together, they formed a cohesive campaign that balanced fan service, technical creativity, and social shareability – ensuring both new and returning audiences could engage with the series on multiple levels.
Through this unified approach, Hulu successfully reintroduced “King of the Hill” that honored its legacy, celebrated its humor, and leveraged innovative social content formats to expand the series’ reach in today’s digital landscape.
“King of the Hill” was the #1 Hulu Original on social through October 2025, leading in views, engagements, shares, and new followers — with 283M views, 9M engagements, 718K shares, and 320K new fans.
Since the season’s premiere on August 4, "King of the Hill" has crossed over 1 billion hours streamed globally across Disney+ and Hulu. The premiere episode drew 4.4M views in its first seven days of streaming, marking the most-viewed adult animation season premiere across Disney+ and Hulu in five years.
