Challenger Brands

Hulu's CMO Says Its Viral Egg PSA Became Its Second Most-Watched Episode on the Service Within First 12 Hours

Kelly Campbell spoke at Brandweek: Challenger Brands

Campbell also addressed Hulu's Handmaid's Tale Super Bowl ad and its Fyre Festival documentary. Sean T. Smith for Adweek
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By Sara Jerde

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Hulu’s video revealing a highly anticipated message from a cracked egg ended up being the service’s second most-watched episode within 12 hours, the company’s CMO, Kelly Campbell said in her keynote at Brandweek: Challenger Brands today.

That win for the streaming service involved a huge buildup around the Super Bowl (during which Hulu released a 30-second ad for The Handmaid’s Tale). The service posted a cryptic message on an Instagram post from “world_record_egg” to stay tuned after the Big Game for a special message on Hulu.

That

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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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