Lots of people love the shows on Hulu, but few people feel the same way about the brand. We needed to change people's perception. We had to show people that Hulu is a fellow TV fan, capable of making the viewing experience even better. That with Hulu, TV loved you back. So we set out to ignite TV fans during one of the biggest TV holidays of the year: Halloween.
We wanted give fans some candy to snack on for Halloween, while demonstrating Hulu's breadth of content. But how do you give out candy through a social campaign? With EYE candy, combining a favorite Halloween pastime of carving Jack O'Lanterns with the sweetest Eye Candy there is, the hottest hunks of 90's teen dramas. In the week leading up to Halloween, we rolled out an immersive social campaign that put the faces of fan-favorite 90's TV hunks on Jack O'Lanterns in stunning detail. We posted Hunk O'Lantern time lapse videos on Facebook, Twitter and Instagram, and streamed the carving of a mystery Hunk O'Lantern live on Facebook, keeping fans engaged and guessing until the end (It was Dawson). TV fans ate it up.
Overall, the Hunk O'Lantern campaign was a huge hit with fans and demonstrated that Hulu wasn't just a brand that has shows people love, but was a brand that contributed to the culture of being a fan. All together the campaign received over 1.6 impressions and 2,000 total engagements. Specifically, our Facebook Live video garnered 69,000 total views and 500,000 impressions, yielding a 12.47% View Through Rate, all organically. Our tactic of keeping the audience guessing in our Facebook Live video proved to be successful, with over 255 comments and 1,120 total engagements, organically. We even got retweeted by Zach Morris himself, @MPG, and the OC's @ben_mckenzie. We've seen that when Hulu shows the love, subscribers love us back.