15|40 Productions was tapped to execute a two-day experiential event in New York City to generate buzz around the Season 2 finale of “Only Murders in the Building.” The objectives were to engage consumers with the show through a curated experience that kept the mystery of who killed Bunny Folger (Jayne Houdyshell) alive, as well as social fandom, earned media and digital and social activations.

This “choose your own adventure” experience featured essential moments from the season, such as the Third Arm Gallery, the hidden passageways of the Arconia, The Pickle Diner, Charles’ (Steve Martin) kitchen, Oliver’s (Martin Short) living room and more. By bringing the unique world of the show to life for fans, 15|40 Productions aimed to continue the Season 1 story of human connections and the unexpected friendships between people of all ages, genders and backgrounds with one commonality: their love for “Only Murders in the Building.”

The two-day experience needed to emulate an in-world atmosphere that fans of the show could feel like they were stepping into the world of “Only Murders in the Building”. At the core, the creative was driven by the Third Arm Gallery, the infamous hidden passageways of the Arconia, The Pickle Diner, Oliver’s living room, Charles’ kitchen and more.

To ensure a memorable and immersive experience for all guests, our team found a venue in the NYC area that fulfilled all the activation’s needs. We were looking for a location that would provide accessibility, organic foot traffic and layout suitable for an art gallery while also hosting an environment that could be look at as its own character.

Having access to show materials and assets allowed for our team to dive into the details, absorb the storylines and plan a strategic consumer journey. We reviewed all that was provided in great detail, along with research of fan sites for unique ideas and easter eggs. We were able to break down the goals of the experience, tailor surprise and delight moments, and bring the dynamic world of the series to life.

Looking at the show’s content, characters and storyline, we were able to build an experience for all ages, genders and backgrounds that honored each character and offered a look into their worlds, personalities and individual dynamics. While the gallery was the initial touchpoint, hidden access points took guests on a journey as they explored the Arconia and the minds of Charles, Mabel and Oliver.

The experience featured a pop-up art gallery filled with easter eggs from the series and installations inspired by iconic art pieces. Beyond the gallery, guests were encouraged to find hidden doors taking them through the walls of the Arconia all the way to Mabel’s (Selena Gomez) immersive mural. Partnering with the star’s Rare Beauty brand, attendees were able to paint-by-numbers to complete her character’s apartment wall. After getting crafty, consumers walked into Charles’ foyer and kitchen, took a selfie with the “Bloody Mabel” wall, sat in the Son of Sam-themed living room for a retro photo booth, posed on the Gut Milk throne in Oliver’s apartment and flipped through the menu inside of The Pickle Diner.

Targeting an audience to attend a free event over a weekend comes with challenges, to which we collaborated with a PR team and listing site Fever Up to generate awareness in the area.

The event was a success across the board selling out of tickets for the event weekend (4000+) with over 10.6 billion media impressions, 1.15 million listing impressions, 22.2 million social media impressions and an overall Fever rating of 4.8 with raving reviews. Key press coverage included standalone articles in Adweek, TimeOut, Collider, Elite Daily, The Drum and IndieWire, as well as broadcast hits on ABC 7 and NBC 4. We saw social coverage from news outlets Adweek, Good Morning America and Variety, and from influencers Ella Mendelsohn (511K Followers), Acquired Style (142K Followers), Kornelia Ski (195K Followers) and many more.