menu

Hulu Uses Anonymous Secrets App As A Branded Content Platform

Hulu Uses Anonymous Secrets App As A Branded Content Platform
Advertising

Whisper users promote an original series with their secret confessions.

Ross Brooks
  • 13 march 2014

Deadbeat is an original series from Hulu about an NYC resident who talks with ghosts, and helps them take care of unfinished business. Whisper is an app that lets users post anonymous messages about their deepest secrets, biggest regrets, and strangest desires. Put the two together and you’ve got a unique branded marketing campaign that could demonstrate the potential of the platform.

Whisper features pictures that have been combined with personal messages, none of which can be traced back to a person’s real identity. Whether it’s the quiet work of brands, or just enthusiastic fans, there are already messages related to fast food companies, soft drinks, movies and other products on the platform.

“We have always believed that Whisper would be a great content marketing and brand storytelling platform,” said Mike Downey, Whisper’s Head of Business Development. “People whisper about their favorite movies, shows and brands all the time. It can be some of our best content.”

Whisper will identify users based on specific keywords, and offer them images from Deadbeat that can be used as the inspiration for messages related to the show, and the topic of unfinished business. Users will know which Whispers have come from Hulu thanks to an embedded Deadbeat logo.

deadbeat-hulu-original-whisper-advertising-2.jpg

Apart from the fact Eric Yellin, Hulu’s former VP of Marketing, left to join the startup earlier this year, it’s also clear that Deadbeat and Whisper draw on similar themes, which makes them well-suited to each other. The messaging platform is still unclear how it will allow companies to advertise, but a couple of ideas include seeding sponsored Whispers to encourage conversation, and offering images for users to add to their posts.

There’s clearly some potential there, and the Deadbeat marketing effort will be a good way to see what does and doesn’t work. From there, Whisper can work on offering a more specific way for brands to advertise on the platform, and hopefully engage a more secretive segment of the market.

Deadbeat // Whisper
Source: AdWeek

Trending

Machine Printer Uses Coffee Drips To Create Intricate Portraits

Arts & Culture
Technology Yesterday

Why Nest Doesn't Get The Holidays

PSFK founder reacts to the damaging effects of poor email marketing

Children Yesterday

Robots Could Be Joining Dubai’s Police Force In 2017

The real-life RoboCops can salute, shake hands and collect traffic fines

Trending

Get PSFK's Related Report: Future of Work

See All
Travel Yesterday

Parka Hides And Charges Portable Devices

Bolt is a jacket that lets people carry and charge their various electronics without the need for an outlet

Related Expert

Palmer Luckey

Virtual Reality, Technology, Gaming

Food Yesterday

Yelp's New 'Yelfie' Feature Lets Diners Take Selfies

The update is designed to encourage people to attach a selfie when they share their experiences

Design & Architecture Yesterday

Build Your Own Savory Cheese Advent Calendar

A British food blogger has created a guide to building a different kind of holiday surprise

Fitness & Sport Yesterday

Floating Gym Concept In Paris Is Powered By Your Workout

The proposed design from Carlo Ratti Associati lets passengers ride a stationary bike as they travel through Paris along the Seine River

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed Yesterday

Customer Service Expert: Why Offline Retail Has Better Data Than Online Retail

Healey Cypher, Founder and CEO of Oak Labs, shares why we should be thinking about the physical store as an e-commerce site

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Syndicated Yesterday

What Does The Future Of Android Look Like In A World With The Pixel?

Google’s decision to make its own phone might have looked like a blow to the likes of Samsung but the reality is much more interesting

Fashion Yesterday

Alexander McQueen Designs A 3D-Printed Umbrella

3D-printed fashion arrives in time for the winter season

Work Yesterday

Why Training Associates To Be Advocates Is Key To Retail Success

In our Future of Retail 2017 report, PSFK Labs discusses strategies to prioritize customer service, which begins with associate advocates

Media & Publishing Yesterday

Netflix Creates Binge Candle To Celebrate A New Season Of Gilmore Girls

The streaming service developed a special layered candle that creates candle with episode-specific smells

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Automotive Yesterday

Audi And LEGO Exhibit Autonomous Vehicle Installation

The installation at Design Miami explores the 25th hour, which represents bonus productive work or play time

Gaming & Play Yesterday

This Game Lets You Be A Pilot In The Drone Racing League

DRL Racing Simulator recreates actual courses in a virtual environment

Travel december 1, 2016

Hotel Chain Is Giving Away Its Not-So-Super Hotel Art At Art Basel

A lesson in how to advertise a kitschy-to-cool redesign in the middle of Miami Art Week

No search results found.