AVATAR GENERATOR & Playing Cards

For Season 5 of Only Murders in the Building, we invited fans to shuffle into the mystery. Through a custom playing card deck and interactive avatar generator, audiences became part of the Arconia — creating, sharing, and playing with personalized cards while competing to win a physical deck. The activation extended the show’s world beyond the screen, fueling social engagement and fan-driven storytelling.

Brief:

Generate buzz, drive UGC and word of mouth around Season 5 of Only Murders in the Building (OMITB) by inviting fans, influencers, and tastemakers to “shuffle yourself into the mystery” of the new season and bring a bit of Arconia intrigue to their own game nights.

HOW WE DID IT:

A custom deck of playing cards and an avatar generator brought fans into the world of The Arconia, letting users share their creations, play a digital card game, and enter to win a physical deck of Only Murders in the Building (OMITB) cards. 

THE PHYSICAL CARDS

At the heart of the campaign was a unique collectable item — a bespoke OMITB playing card deck. Our team designed the character artwork as cinematic and symbolic portraiture with dramatic lighting and vintage jewel tones, using retro-midcentury modern textures and elements.

THE MICROSITE

The card creative was also used to create playable interactive experience at a digital destination (https://omitb.hulu.com), extending the reach of the campaign into an accessible experience for fans everywhere.

The resulting interactive microsite included an avatar generator where fans could create their own personalized playing card in the style of the deck artwork, play a game of War, and share their creations across social media.

The custom deck & avatar generator together let fans celebrate their favorite Arconia Residents in a totally unique way, while building excitement for the new season.

Execution:

To generate buzz on social media around the campaign, Hulu’s social strategy had multiple beats:

1. Surprise deliveries of physical cards to influencers and super fans.

RESULTS:

From the launch on September 23rd to the finale of Season 5 on October 28th, social posts promoting the custom OMITB playing cards received a total of 23K engagements and 1.4M impressions. 

For the sweepstakes elements of the campaign, 100 fans were randomly selected to receive their exclusive card decks—perfect for playing along while tuning into the new season.

CaRD InfluencerS

769K impressions

4.1K engagements

HULU SOCIAL POSTS

628.6K impressions

19.2K engagements

2. A social campaign ran through OMITB's owned & operated channels (Instagram, TikTok, Facebook, X, Threads), prompting fans to go to the microsite https://omitb.hulu.com and make their own custom playing card in the same artwork style as the full deck.

Audiences who made their custom card on the website could then enter their card into a sweepstakes for a chance to win the full custom playing card deck.

3. Bonus gamification let users play a game of War on the site

MICROSITE

24.2K microsite visits

12.6K custom playing cards generated

5 min average time spent interacting with microsite

UGC

A SMALL selection of social posts from the campaign