Playing Card Generator

For Season 5 of Only Murders in the Building, we invited fans to shuffle into the mystery. Through an interactive avatar generator and custom playing card deck, 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:

The goal was to generate buzz around Season 5 of Only Murders in the Building by launching a microsite that invited fans, influencers, and tastemakers to “shuffle yourself into the mystery” of the new season by creating, sharing, and playing with their own custom digital playing card. 

HOW WE DID IT:

An avatar generator and custom playing card deck 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. 

  1. THE MICROSITE

At the heart of the campaign was a microsite (https://omitb.hulu.com) that we designed as a playable interactive experience where fans could create their own personalized digital playing card, play a game of ware, and then share their creation on social media for a chance to win a full deck of bespoke OMITB playing cards.

2. COLLECTABLE CARDS

Using their customized digital playing card, fans were invited to enter to win a unique collectable item: A full physical deck of bespoke OMITB playing cards where we transformed the cast of OMITB into the court cards: Charles Helden (Steve Martin) as our Jack, Mabel Mora (Selina Gomez) as the Queen, Oliver Putnam (Martin Short) as the King. The character artwork was custom designed as cinematic and symbolic portraiture with dramatic lighting and vintage jewel tones, using retro-midcentury modern textures and elements.

Execution:

In order to generate buzz on social media around the microsite, Hulu’s social strategy had multiple beats:

1. Delivery of the full card decks to influencers & tastemakers who posted about the cards on their social media channels, generating intrigue and demand across a broad audience.

RESULTS:

The microsite extended the show’s world beyond the screen, fueling social engagement, user-generated content, and fan-driven storytelling.

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

For the sweepstakes elements of the campaign, 12.6K custom digital playing cards were generated at our microsite, and 100 fans were randomly selected to receive their exclusive physical 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 https://omitb.hulu.com and make their own custom playing card. Once fans completed their customization, they were invited to enter their card into a sweepstakes via posting it on instagram for a chance to win the full playing card deck.

MICROSITE

24.2K microsite visits

12.6K custom playing cards generated

5 min average time spent interacting with microsite

USER GENERATED CONTENT

A SMALL selection of social posts from the campaign