Streaming & OTT

Hulu Used the Viral Instagram Egg to Raise Mental Health Awareness After the Super Bowl

'We got this,' the streaming service said in a PSA

An egg with eyes and a smile drawn on its shell with the text We got this
The&Partnership and Jason Peterson of The Times played key roles.Hulu
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By Sara Jerde

On Friday, Hulu and the Instagram account of “world_record_egg” teased a mystery collaboration that would be unveiled Sunday after Super Bowl LIII.

But it turns out that the partnership wasn’t related to a new series for subscribers to binge, or anything Super Bowl-related. Instead, Hulu used the attention to remind viewers that mental health is important: revealing a PSA about the importance of “talk[ing] to someone” for those struggling with the “pressure of social media.”

In case you missed the entire splashy rollout, here’s a catchup: a cryptic message referencing Hulu appeared on the Instagram account of “world_record_egg” on Friday.

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Headshot of Sara Jerde

Sara Jerde

Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.

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