Only Murders in the Building was already a hit. For Season 2, Hulu needed a fresh way to keep fans hooked and pull new ones in. So we turned one of YouTube’s biggest trends into an interactive fan experience.

We created three 60-minute Ambient Room videos — one for Charles, Mabel, and Oliver’s apartments. Each acted as a standalone sensory experience, filled with Season 2 clues, the show’s custom score, original VO from the cast, and real SFX. On average, users spent anywhere from 15-17 minutes in each room - almost half the length of a show episode, and the longest watch time for an ad that wasn’t a full length feature.

New rooms dropped weekly with paid support and social cutdowns. They even made it into Hulu’s “Extras” tab — turning background noise into a buzzworthy mystery drop.