Hulu Used the Viral Instagram Egg to Raise Mental Health Awareness After the Super Bowl

'We got this,' the streaming service said in a PSA

An egg with eyes and a smile drawn on its shell with the text "We got this"
The&Partnership and Jason Peterson of The Times played key roles. - Credit by Hulu
Headshot of Sara Jerde

On Friday, Hulu and the Instagram account of “world_record_egg” teased a mystery collaboration that would be unveiled Sunday after Super Bowl LIII.

But it turns out that the partnership wasn’t related to a new series for subscribers to binge, or anything Super Bowl-related. Instead, Hulu used the attention to remind viewers that mental health is important: revealing a PSA about the importance of “talk[ing] to someone” for those struggling with the “pressure of social media.”

In case you missed the entire splashy rollout, here’s a catchup: a cryptic message referencing Hulu appeared on the Instagram account of “world_record_egg” on Friday. That account rose in popularity earlier this month after it implored fans to double-tap an image of an egg, to beat out Kylie Jenner for the most-liked post ever on the platform.

The post reached 52 million favorites, taking the record for Instagram’s most-liked image. Then, two weeks ago, the anonymous account began posting several other images showing the egg slowly cracking.

Friday it posted a new egg image with more cracks, and now with the addition of football laces, which made the egg look like a football.

A caption said all would be revealed Sunday after the Super Bowl. On Sunday, Hulu began responding to users on Instagram who submitted guesses on what the announcement might be and directed viewers to see the egg crack on Hulu at 11 pm ET.

At that time, viewers were able to watch a 30-second PSA video featuring the egg.

“Recently, I’ve started to crack,” said the egg, which cracked completely. “The pressure of social media is getting to me. If you’re struggling too, talk to someone.”

Then the animated cracked egg smiled. “We got this,” the PSA read.

The video then referenced, with “#TalkingEgg” and Egg Gang, which had previously been posted on the Instagram image.

The social rollout came in conjunction with a big play from the streaming service during the game with a 30-second teaser for its third season of The Handmaid’s Tale.

Hulu’s competitors, like Amazon Studios, made an episode of new series Hanna, available to subscribers for a limited time.  Netflix, meanwhile, didn’t drop new content today like it did after last year’s Super Bowl, though it did have an ad in the Big Game for a nature documentary. And HBO partnered with Bud Light for an ad in the game to tease the last season of Game of Thrones.

@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.
Publish date: February 3, 2019 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT