Hulu’s 2020 Huluween Drive-Thru Experience


Leveraging Halloween-loving influencers to drive tune-in for Hulu’s spooky holiday programming.

Overview

Hulu partnered with Digital Media Management to activate LA-based influencers to attend and document its annual Huluween experience. The socially distanced event allowed eight paid creators and 54 earned creators to have a night of fun and drive tune-in to one of six Halloween-themed movies.

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Strategy

The team was tasked with increasing the efficiency of paid influencers by 20% over last year. To accomplish this goal, DMM used its powerful affinity platform Creator Lab to promote and execute this campaign to targeted and influential fans of Halloween movies and Hulu.

In total, eight local influencers were invited to participate on a paid basis, requiring them to each create at least four Instagram stories and one timeline post promoting the event and the movie screening they were attending. In addition, DMM secured 54 creators with a combined follower count of 23M to attend one of the six screenings on an earned basis.

Jody Steel (@artistjodysteel)

I went to see Carrie at the @hulu #huluween drive-in movie event! I created this look for the movie; I painted the blood for an organized chaos effect. Thanks for having me @hulu! Swipe to see all the fun, and be sure to check out the #huluween lineup streaming now! #ad

Brandi Marie King (@lovebrandimarie)

Last night I went to #huluween at the Rose Bowl, woke up feeling….different. A big thanks to @hulu for having me out for the fun. Be sure to check out their #huluween programming streaming now, and you might end up feeling….different too 😏 #ad

James Derrick (@Bdash_2)

Thank you to @hulu for having me out for #huluween Me and my crew had the best time getting spooked by monsters, watching #hocuspocus and devouring the scare package snacks. Catch #huluween streaming on Hulu now! #ad

Kimberly J Brown (@officialkbj)

Thank you, @hulu, for the awesome drive-in movie date night last night! We not only got to see @BadHairFilm w/yummy snacks, but we got to drive through a haunted experience and celebrate Halloween at a distance. #Huluween is happening all weekend at the Rose Bowl w/different scary movies to see! Check it out if you can, its a perfect way to get in the spooky feels without ever leaving your car! #badhairfilm #sponsored

Results

  • Eight paid influencers with a combined 3.1M+ IG followers posted a total of 133 pieces of content across Instagram (in-feed and stories), Facebook, and Twitter, generating 2M+ organic impressions and 81K+ engagements, and a 4% engagement rate.
  • The additional 54 earned influencers who attended posted a collective 265 pieces of content, generating 241K+ impressions. 
  • Our objective to increase the efficiency of paid influencers was exceeded by 200% for impressions and the engagement goal by 735%.
2M

Impressions
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81K

Engagements
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4%

Engagement Rate
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