Hulu Reveals the Strategy Behind Its Partnership With Instagram’s Viral ‘World Record Egg’

Two agencies came together to make it happen

A cracked egg with eyes drawn on its shell and the text
The&Partnership and Jason Peterson of the Times played key roles. Hulu

Moments after the Super Bowl ended on Sunday night, The New York Times answered the question that so many in marketing and media had been asking for weeks: Who made the egg that racked up 10 million followers in one month and more than tripled the previous record for engagement on a single post?

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.