Tie-Dye Takeover: Unravel the mystery behind this streaming platform's viral New York City campaign!
| From the desk of Miles Everson: Hello, everyone! One of the reasons I love Thursday is because I get to talk about interesting marketing strategies, a.k.a. “Guerrilla Marketing.” For those of you who aren’t familiar with this yet, guerrilla marketing is an unconventional strategy that is simple to appreciate, easy to execute, and sometimes, inexpensive. I personally like this strategy because it reminds me that we can never run out of creative ways to get our target audience’s attention. Today, let’s talk about a guerrilla marketing tactic that buzzed New York with its “most colorful suspect” in 2021. Read on to know more about this topic. BRACE YOURSELF! On May 1, Elon Musk and President Donald Trump will launch DOGE (Department of Government Efficiency) PHASE II. We’re just days away from a sudden turning point for the U.S. stock market–and the two most powerful men in America are behind it. This will take DOGE in a radical new direction, blindside millions of people, and have instant consequences for the entire stock market. Basically, PHASE II is the logical conclusion of everything Musk has been working on since coming to D.C. in January. It’s all set to launch in a BIG way, so it’s time to prepare. I personally believe this is essential for all of us to know too, even though not everyone is an investor or someone well-versed in investing, finance, or accounting. This move is set to affect us in one way or another. That’s why this coming Thursday, April 24 at 8:00 p.m. ET , my friend and colleague, Professor Joel Litman and his Altimetry team will bring you an update to this story. They will introduce their most valuable source in D.C. and reveal exactly what to do with your money to come out on top. I highly encourage you to tune into this summit by registering through this link . Learn four specific moves you can make with your money today to land a string of potential 100%+ returns as DOGE PHASE II plays out. Hope you can make it! See you there! — Also, a seismic shift toward independent workers is rewriting the rules for enterprises and solo hustlers. Ditching the 9-to-5 grind, this movement champions flexibility over outdated corporate shackles. Early 2025’s economic turbulence freezes action, but we at MBO Partners believe that the indie workforce will surge as companies nowadays crave agility. Know more about this by listening to the full recording of my podcast interview and/or reading the article here . You may also purchase a copy of my “Free Birds Revolution” book here . |
Tie-Dye Takeover: Unravel the mystery behind this streaming platform's viral New York City campaign! Imagine walking through the hustle and bustle of New York City, the familiar sights and sounds enveloping you… Then, suddenly, you notice something odd: 30 men, each sporting vibrant tie-dye hoodies, weaving through the crowd with their heads down. Such a sight stops you in your tracks. What would you do next? Run? Snap a picture? Approach one of them? Let’s channel your inner detective to uncover how a popular streaming platform turned the streets of New York into a real-life whodunit, sparking a frenzy over a mystery murder series! A Witness or Wolf in Disguise? Hulu’s “Tie-Dye Guy” Takes Over NYC In Hulu ’s hit murder mystery series, “Only Murders in the Building,” there’s a character known as the “Tie-Dye Guy”—the prime suspect in a murder case simply because of his enigmatic presence and distinctive sweater.
The mystery of who this character is and his connection to the crime is a central theme in the show. So, in 2021, Hulu decided to take this mystery off the screen and onto the streets, turning the character into a walking, breathing marketing campaign. To promote “Only Murders in the Building,” Hulu deployed 30 men dressed in identical tie-dye sweatshirts to roam around New York City. They were all silent and had their heads down, adding to the aura of mystery.
Accompanying them were branded trucks and a projection mapping event at Columbus Circle, where scenes from the series, including the iconic Arconia building, were projected for all to see. Here’s what’s creepier: The tie-dye guys didn’t just wander aimlessly; they also appeared at the projection mapping event, scattered around the area, and stood eerily still with their heads slightly bowed. Terrifyingly captivating, indeed! The result of that? A social media FRENZY! New Yorkers and visitors alike couldn’t resist capturing these strange figures and sharing their experiences online. In fact, the hashtag, #WhoIsTieDyeGuy , started trending as curious onlookers took to X (formerly Twitter) and Instagram to share their theories and snapshots of the tie-dye-clad suspects.
Was Hulu’s “#WhoIsTieDyeGuy” campaign effective? The “#WhoIsTieDyeGuy” campaign was not just effective but also a MASTERCLASS in guerrilla marketing! It trended on X, with thousands of mentions in the “Comedy TV” category, and generated significant buzz for the show. What’s more? The campaign’s success didn’t stop at social media; it also translated into tangible results:
See? These accolades and metrics tell one thing: They underscore Hulu’s ability to craft unconventional yet wildly effective marketing strategies. Kudos to the team who came up with this brilliant idea! We must say, these recognitions are well-deserved. *Claps* So, what can business owners, leaders, and marketers like you learn from Hulu’s guerrilla marketing campaign?
Have fun unleashing your inner “detectives” with the help of this guerrilla marketing tactic! Always remember that by incorporating mystery, intrigue, and strong visual elements into your campaigns, you can captivate audiences and generate significant buzz. Take a page from Hulu’s playbook, and you might just create a campaign that’s not only engaging but also mystifyingly unforgettable! Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. EXCITING NEWS AHEAD The world of work has shifted, and there’s no going back. The barriers to entry have never been lower for talented professionals to work independently, and today’s massive external workforce is hardly a pandemic-produced fad. Business owners can only survive in the new work landscape by partnering with this deep talent pool. With decades of experience in both small-business entrepreneurship and executive management at PwC, I truly believe that the future of work is independent. With that, I’m happy to share with you that my book, co-authored with Walter Scott Lamb, is now available on Amazon! Free Birds Revolution: The Future of Work & The Independent Mind This new bestseller is an essential read for both independent professionals and corporate executives. Here, we provide educational and practical guides to unpack the ever-growing workforce and offer you crucial ways to become a client of choice. Click on the link above to order your copy. Let this bestselling book help you future-proof your career and organization in the new world of work. Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! Do you want to know how one brand came up with a clever way to help Canadians who were negatively affected by inflation and food insecurity in 2022? See it in next week’s article! |
Miles Everson
CEO of MBO Partners and former Global Advisory and Consulting CEO at PwC, Everson has worked with many of the world's largest and most prominent organizations, specializing in executive management. He helps companies balance growth, reduce risk, maximize return, and excel in strategic business priorities.
He is a sought-after public speaker and contributor and has been a case study for success from Harvard Business School.
Everson is a Certified Public Accountant, a member of the American Institute of Certified Public Accountants and Minnesota Society of Certified Public Accountants. He graduated from St. Cloud State University with a B.S. in Accounting.
