COMFORT TOONS
Hulu (spec work)
Hulu’s Adult Animation section caters to nostalgics (like myself) who prefer a comforting re-watch, and repeat.
So, we created a Hulu secret menu supplying fans with cult classic inspired comfort foods, while they watch.
It all starts with a HULU CLUE. Customizing the “Adult Animation TV” Hulu section, to spark curiosity and cravings.
Then a HULU HACK. A slightly different message than “Are you still watching?” after a typical binge-watch streak.
Bam, SECRET MENU. Codes will unlock the first ever Hulu Menu in the Postmates App, supported by ghost kitchens in major cities.
Super fans will find the comfort food to match their comfort cartoon television.
THE RECIPES. The campaign can’t last forever, so each delivery comes with the meal recipe styled like a classic takeout menu.
And OUT OF HOME once the activation is a feeding frenzy (aka reddit).
Plus, INSTAGRAM STORY ADS to drive more awareness Spotify-style using Hulu’s binge-data.
AD: Austin Rettinhouse
CW: Nick Taubes