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Strategy Overview

A mix of young and old demographics (16-25) (25-59)
Message: Everyone can enjoy a good mystery and have a laugh while doing it
Call to action: Watch Season 2!

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Tactics

Audience (16-25)

Primary Outreach:

Social media (Instagram)
More focused on celebrity recognition

Audience (25-59)

Primary Outreach:

More traditional print media than digital
More focused on the story, less about celebrity recognition

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Big Idea

A Surprise at Every Turn

IN A MAZE, THE PROBLEM IS LARGER THAN IT APPEARS

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Mazes are common concepts in pop culture. They represent a form of chaos, instability, and ambiguity for characters undergoing a change. We can utilize the concept of The Maze within the finale of OMITB.

A Surprise at Every Turn

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Main Title

Veronika

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Main Title Styleframes

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MAIN TITLE

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Network ID

Olivia + Dunston

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NETWORK ID

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PROMO INTERCUTS

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PROMO INTERCUTS

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Spots

TYRELL + JASON

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Teaser Trailer

Styleframes

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TEASER TRAILER

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Release Trailer

Styleframes

Utilizing the maze concept, to highlight the mysteries of the show and the comedic aspects of the show throughout the season 2 release trailer.

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SEASON 2 RELEASE TRAILER

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Print, OOH, and Experiential

Fatou + Grace

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PRINT + OOH + EXPERIENTIAL

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PRINT + OOH + EXPERIENTIAL

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PRINT + OOH + EXPERIENTIAL

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Experiential S2 Launch Event

Escape room experience in Times Square for the premier of OMITB Season 2.

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Print + OOH + Experiential

Concept

The players enter through Mabel’s room where they find the scene of Bunny’s murder. Initially, they are trying to solve the murder, but, similar to the end of season one, a phone rings where a caller tells them they need to get out of the building as soon as possible. From this point on, the players are solving puzzles that will lead to their escape through a window. If they run out of time, the “cops” will show up.

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Print + OOH + Experiential

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Print + OOH + Experiential

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Print + OOH + Experiential

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Print + OOH + Experiential

Mabel’s Room

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Print + OOH + Experiential

Mabel’s Living Room

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Print + OOH + Experiential

Mabel’s Room

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Print + OOH + Experiential

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Digital Media & Social

MOSHE + MIEL

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KEY ART SYSTEM

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KEY ART

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HULU LANDING PAGE

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RELEASE PROMO POST

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Only Murders

Podcast

New Content Direction
Continues through Release
Collaborations

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KEY ART

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KEY ART

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KEY ART

HERO SECTION

Featured/Latest

Episode + Player

EPISODES & COLLABS

Gallery layout of all episodes & murder podcast features.

SEASON 1 RECAP

Official recap video & contrast section.

SOCIALS

PREMIER PROMO

Season 2 premier with key art & date of release.

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Only Murders

Mini-Game

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DIGITAL + SOCIAL MEDIA

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DIGITAL + SOCIAL MEDIA

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OMITB MINI GAME

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OMITB MINI GAME

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OMITB MINI GAME

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OMITB MINI GAME

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DIGITAL + SOCIAL MEDIA

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DIGITAL + SOCIAL MEDIA

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DIGITAL + SOCIAL MEDIA

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Summary

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PRINT + OOH + EXPERIENTIAL

MAIN TITLE

NETWORK ID

SPOTS

DIGITAL + SOCIAL

SUMMARY & CONCLUSION

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Big

Ideas

Putting the Pieces Together

A Surprise at Every Turn

Everything’s Connected

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Main Title Styleframes

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Just like a jigsaw puzzle, the overall image becomes clearer the more pieces you put together.

IDEA A

Putting the Pieces Together

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A SURPRISE AT EVERY TURN

B

EVERYONE’S CONNECTED

C

PUTTING THE PIECES TOGETHER

A

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MAIN TITLE — CASE STUDY 1

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Utilizing the idea of the Rube Goldberg; a machine that consists of a series of simple unrelated devices; the action of each triggers the initiation of the next, eventually resulting in achieving a stated goal.

IDEA C

Everything’s Connected

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ID/Promo

DUNSTON DARIUS + OLIVIA MADRZYK

The concept of infinity train is using time as a maze and the network further pushes this with the ID that they have by integrating it with everything.

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NETWORK ID — CASE STUDY

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NETWORK ID — CASE STUDY 2

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ID Styleframe -

Idea B

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Spots -

Case Study

2-minute trailer that includes the following:

Interpersonal drama
Tom Ellis’ appeal
Comedy

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S2 Promo

15-second promo that includes the following:

A brief look into the character
Tom Ellis appeal

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S3 Promo

20-second promo that includes the following:

Interpersonal drama
Tom Ellis appeal
“Same Devil, new time”

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Takeaway

Selena Gomez Star Power

Relationships of characters

Showing a glimpse of the character and who they are

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What if the characters were lost in a maze of clues (aka NYC), a maze that has to be cleared?

JASON CHOW-SAM + TYRELL STARKS

Spots Styleframes

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PRINT & OOH — CASE STUDY

For our Print case study we focused on the tv mystery-comedy, Pysch. Psych follows a novice sleuth who is hired by the Police after he cons them into thinking he has psychic powers which help solve crimes. With the assistance of his reluctant best friend, the duo take on a series of complicated cases, and the show goes on from there. These are examples of the show’s print and how they leverage the identity of the show within it, primarily the comedy side of things.

These are some examples of the show’s print. After researching, we learned that They incorporate humor and mystery by having visual imagery that portrays some sort of drama, but witty text to juxtapose the idea. We learned that we can incorporate that same narrative to OMITB, while making sure the style of the show is represented, and that print can also be simple but effective.

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PRINT & OOH — FINDINGS/STUNT

Takeaway

Always highlight the main characters
Drama Juxtaposed with Comedy or Text
Simplicity works best

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FATOU MBODJ + GRACE YUND

Print & OOH

Print & OOH will follow an illustrative representation of the maze concept. The characters will be the main focus, and the key developments of the show will be represented through the “maze” of the building.

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Print - Idea B

FATOU MBODJ + GRACE YUND

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PRINT & OOH — SUBWAY POSTER ADS

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The maze concept can quickly be scaled in a variety of ways for digital applications.

MOSHE BARI + MIEL LEWIS

Case Study

CASE STUDY

Stranger Things

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Hawkins Monitored

YouTube and Social Channels

A series of mini-segments presented as security camera footage of individual characters that gave users mysterious clues and insights into the upcoming season.
Helped build intrigue and excitement as commentary and analysis of the footage spread prior to release.
Low-effort, low-cost to release and promote.
Effective way to engage existing viewers.

DIGITAL MEDIA – CASE STUDY

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Stranger Things 3 Game

Mobile App & Console

Netflix created a game to promote the release of Season 3.
Users expired the town of “Hawkins” as pixelated, 12-bit version of the game’s characters. The game also allowed for multiplayer experiences.
Over 500,000 download and positive reception.
Reinforced the show’s brand and aesthetic. Also a “Netflix Member Exclusive.”
Drove organic content creation and engagement.

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Takeaway

Leveraging celebrity status
Drama with cuts of motion graphics and/or type
Creating tension by asking the important questions

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The maze concept can quickly be scaled in a variety of ways for digital applications.

MOSHE BARI + MIEL LEWIS

Digital Media Styleframes

IDEA B

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IDEA C:

Everything’s Connected

RELATIONSHIPS ARE MORE COMPLICATED THAN THEY SEEM

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Main Title

Dylan + Veronika

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MAIN TITLE — CASE STUDY 2

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Main Title Styleframe -

Idea C

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Network ID

Olivia + Dunston

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ID Styleframe

- Idea C

So here is a Hulu does not do ID’s like traditional cable networks, we thought that having a custom

Here is a network ID we created for this second concept, which uses a rube goldberg metaphor to promote the idea of Everything is Connected.

So here you could imagine a set of reactions going through different rooms of the Aronica, highlighting the different people and elements within the story. This rube goldberg approach restates the importance of the hints and clues that may seem insignificant, as well as the relationships between the characters that come together to build a larger connection within a murder mystery show like this one, and helps keep viewers intrigued.

No threads

More characters! Actors

Make main title the stripes. Dont do it with hulu logo. Stick to gifs and stuff like this.

360 summary……

Humor

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Spots

Tyrell + Jason

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Using the characters as pieces in the machine (building) and how they interact within the building to get closer to the murder. Also, using the aspects of the characters’ spaces to link moments that lead closer to the murder and how it evolves as the show evolves

JASON CHOW-SAM + TYRELL STARKS

Spots Styleframes

- Idea C

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Print and OOH

Fatou + Grace

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Print

- Idea C

Here, the goal is to take moments from the show and create a rube goldberg style art out of the building through the windows

FATOU MBODJ + GRACE YUND

Here, the goal is to take moments from the show and create a rube goldberg style art out of the building. There are knitting needles with red thread that turns into blood in the window below. Then a funnel pipeline catches the blood, and the pipe leads through the next two windows, one with bloody hand prints and one with stacks of money on a table, then the pipe eventually becomes the podcast recording mic in the window with the man. Addition of witty line that has to bring in the humorous tone and add the actor names.

Make sure to think about the character’s personalities. Focus on the character of the building too along with new york. Building is just as much of a character as the actors.

Rube goldberg is hard to follow

Build the show logo as a maze too, everything comes together

B print idea merged w network idea

Visuals/style can flex a little as long is the core idea is stuck to

Keep show logo the same

Really cool if at the end of the concept, seeing everything together

Can have maze stories for each character to dive in on them

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Digital Media & Social

Moshe + Miel

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IDEA 2

Pieces of a Puzzle

Moodboard.

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The viewer can see how the apartments are connected through visuals

MOSHE BARI + MIEL LEWIS

Digital Media Styleframes

IDEA C

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Puzzle/Clue Game

Putting together pieces that are dissimilar and fragmented to create one big picture.

With this idea, we are planning to look at this show as a bunch of clues and fragmented scenes that come together in the end in a relational way

Focusing on the mystery aspect to relate to the Whodunit