After acquiring all 180 episodes of Seinfeld earlier this year, Hulu decided to amp their experiential efforts to expand the show’s well-established fanbase to a younger generation.
Hulu reconstructed Jerry’s apartment, as well as other iconic settings from the show, as an interactive pop-up museum for fans to walk through and recreate pictures in NYC. Hulu took to Twitter to promote a live trivia challenge through Twitter-owned Periscope, as well as a live stream tour of the apartment on Meerkat. With Hulu’s $160 million acquisition of the 9 season hit show, the stress to expand the show’s audience to millennials is an essential goal for the video streaming platform. Utilizing new social media channels like Periscope and Meerkat helps capture a younger generation’s curiosity as they can now engage with Hulu’s experiential site without the necessity of being there. In a battle of which live stream app will prevail between Periscope and Twitter, advertisers will be keen to see how brands implement these new social media platforms to reach out to millennials.