Backstage at the Goosebury


Webby Award 2024 Webby Award
Advertising, Media & PR, Best Event Activation People's Voice Winner 2024

To celebrate the third season of Only Murders In The Building, we partnered with Hulu to create Backstage at the Goosebury, a three-day immersive experience where fans could literally step into the world of the theater seen in the show and explore it as an active crime scene.

Staged at the magnificent United Palace theater on Broadway, lucky fans were given black light flashlights to reveal hidden clues attached to “evidence” - props, costume and scenery as seen on screen, from the glittering musical costumes and bloody clothes, to a giant golden cobra guarding the shrine of poor murdered Ben Glenroy. Fans could even leave memorial notes for the slain actor.

Backstage, a team of makeup artists from star Selena Gomez’s Rare Beauty brand gave touch ups to all attendees before their big moment on stage. Guests then finally pinned their vote on “whodunnit” on Mabel's Murder Board.  

2.5 days, 4350 guests, 66 pieces of press coverage, 7.5 Billion media impressions - Mashable called it “The hottest ticket in town” and Time Out Magazine named it “the pop-up experience of the year”.

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