History Of The World Part II

Objective

Hulu launched an interactive promotional experience to build excitement for the debut of "History of the World, Part II," a new original comedy series from Mel Brooks. The campaign targeted audiences, particularly fans of the classic 1981 film, to drive awareness and engagement through an entertaining branded digital experience that reflected the show's comedic tone and ensemble cast.

Solution

Hulu developed an interactive WebGL game featuring playable minigames based on the show's historical comedy sketches, including scenarios like Amelia Earhart and Noah's Dog Park. Players encountered characters voiced by the series' ensemble cast, with Mel Brooks providing narration and performances from Ike Barinholtz, Nick Kroll, Wanda Sykes, and others. The game included prize incentives—Xbox consoles and other rewards—for completion. Distribution spanned three platforms: Xbox (free download through March 31, 2023), desktop browsers, and mobile (playable through July 6, 2023).

Results

The game generated 173,000+ plays across all platforms during its opening weekend. The experience exceeded impression targets by delivering 17.5 million impressions, surpassing the projected goal by 3 million. The campaign received recognition at the Shorty Awards with nominations for both the digital activation and accompanying social campaign.