Only Murders in the Building Campaign

Hulu dispersed 30 men wearing tie-dye hoodies as well as branded trucks across New York City to promote comedic mystery series “Only Murders in the Building.” Tie-Dye Guy makes his appearance as a suspect early on in the series. The stunt’s tie-dye men appeared in such iconic locations as Times Square, Grand Central Terminal and Washington Square Park as well as at the U.S. Open tennis tournament, causing passers-by to wonder, “Who is Tie-Dye Guy?” and hopefully take photos to post on social media. Tie-Dye Guy’s first appearance came in the background of Good Morning America’s national broadcast on Sept. 7. The Hulu activation also took over Columbus Circle, highlighted by a projection mapping event that featured an appearance by series stars Steve Martin, Martin Short and Selena Gomez. The projection mapping continued the rest of the week at locations around the city.

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