OMITB Gets to a Better State With New Season 3 Sponsors

Season 3 of the show secures 17 new sponsors, expanding engagement through creative integrations and media campaigns.

Scene from Only Murders in the Building

The Hulu series welcomes 17 brand partners, including in-show integrations from State Farm

Only Murders in the Building is adding killer sponsors for Season 3.

The whodunnit murder mystery series first dropped new episodes on Aug. 8, with new additions Meryl Streep and Paul Rudd joining the cast. But the Season 3 actors won’t be the only fresh faces thanks to a newly announced slate of 17 sponsors across entertainment, retail, CPG, travel, pharma, tech and finserv.

The list of Season 3 brands includes Ally Bank, Chime, Universal Pictures and 20th Century’s Haunting in Venice. Plus, ADT and State Farm will activate with custom elements.

Series viewers can look out for ADT and State Farm custom content marketing, enhanced media and social campaigns. Plus, looking to build on its existing partnership with Disney Advertising, State Farm is taking a “360-approach,” according to a statement. The brand will have in-show integrations and expand its presence outside the show to include sponsorship of the series’ after-show, One Killer Question.

“As a longstanding leader in streaming, Disney Advertising continues to evolve our partnership strategy across our streaming platforms … advertisers see the growing power and cultural significance the story has on today’s audience,” John Campbell, svp of entertainment and addressable solutions at Disney Advertising, said in a statement to Adweek.

Campbell added that the company worked with sponsors to create engaging creative that is “building, expanding and contributing to the overall story.”

“Brands come to Disney for premium content and innovative solutions, and we continue to deliver opportunities to deepen their engagement with audiences at scale,” the exec added.

Martin Short and Paul Rudd in Only Murders in the Building S3

Only brand partners in the building

According to Disney, the series reaches audiences of all ages, which is shown through the show’s diverse slate of sponsors. And the Season 3 sponsorships are in collaboration with Disney CreativeWorks, Hulu Marketing, Hulu Social Editorial team, Hulu Programming and 20th Television Studio for the development and production of creative.

As Campbell noted, streaming has been a growing opportunity for the House of Mouse. In fact, in its recent upfront close announcement, Disney said more than 40% of the total upfront dollars committed this year went toward streaming and digital, with Hulu, Disney+ and ESPN+ being the stars. The company is also rolling out new pricing in order to move even more consumers toward its ad tiers.

In addition to the Season 3 sponsors, Hulu also recently announced a collaboration with The Escape Game for an in-person and virtual Only Murders in the Building escape room experience, which is happening now.

This piece was originally published by AdWeek and was written by Bill Bradley.

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