Hulu Sellouts leveraged the social following of NBA All-Stars to create the first influencer campaign you can’t call bullshit on.

From a business standpoint, Hulu had a problem. They had Live TV, but nobody knew about it. So they tasked us with creating an influencer campaign to spread the word, but they wanted it to feel “real” and “authentic.” Knowing that influencer campaigns are typically anything but, we knew the only solution was 100% complete honesty.

In Hulu Sellouts, we had six NBA All-Stars tell the world that Hulu paid them a ton of money to say “Hulu has live sports.”

Then, we had each player sell out in a way their millions of followers would love. For Damian Lillard, who was known for his intricate tattoos, that was getting some ink that read “Hulu has live sports.” For Joel Embiid, who was famously nicknamed “The Process,” that was getting him to change it to “Hulu has live sports.” And last but not least, for Giannis Antetokounmpo, who had a new signature shoe dropping, it was having him pitch custom “Hulu has live sports” slippers. This level of authenticity led to engagement shooting through the roof as fans pushed the conversation forward with every like, comment, and share.