To promote its new comedic murder mystery series, Only Murders in the Building, Hulu sent 30 men wearing tie-dye hoodies, as well as branded trucks, to fan out across New York City. The men have appeared in such iconic locations as Times Square, Grand Central Terminal, and Washington Square Park as well as at the U.S. Open tennis tournament, causing passers-by to wonder, “Who is tie-dye guy?” and hopefully take photos to post on social media.
In the show, which stars Steve Martin, Martin Short and Selena Gomez, three strangers who live in the same tony Upper West Side building become obsessed when one of their neighbors is murdered. A mysterious man who’s seen lurking in and around the building wearing his tie-dyed sweatshirt quickly becomes their top suspect as they try to solve the crime, using techniques culled from their favorite true-crime podcast.
Tie-Dye Guy’s first appearance came in the background of Good Morning America’s national broadcast on Tuesday, Sept. 7. The Hulu activation took over Columbus Circle that night, highlighted by a projection mapping event that featured an appearance by Martin, Short, and Gomez. The projection mapping continues the rest of the week at locations around the city.
Only Murders in the Building is available to stream on Hulu.