Disney+ and Hulu List Show Props on Facebook Marketplace

Disney+ and Hulu have seeded Facebook Marketplace with fictional props from their drama library to promote their most popular shows.

The listings include a jar of strange black smoke, a homemade clock radio described as suitable for a bedroom or bunker, and a milk carton featuring a missing actor.

Titled "The Drama You Want," the campaign aims to spark conversation about the streamers' most-talked-about series.

It plants recognizable objects from "Paradise," "High Potential," "Lost," "Daredevil: Born Again," and "Wonder Man" directly into the platform people use to buy used furniture and old bikes.

Now in its second year, the campaign also extends across OOH, AV, digital, and social executions.

For brands watching, it's a useful example of how choosing an unexpected media channel can reframe the audience's relationship with a campaign.

The Facebook Marketplace Listings

Each listing is built on a specific show moment.

The jar of black smoke is unmistakably from "Lost," while the Nelson Murdock Page Attorneys at Law door belongs to "Daredevil: Born Again."

The large piece of airplane and black box, also from "Lost," are items commonly associated with the show's visual identity.

The format is true to Facebook Marketplace's specific visual grammar, where listings are typically shot on phones, uploaded casually, and browsed quickly.

Select creators were also briefed to discover the listings as if by accident, which gives the stunt a seemingly organic entry point that extends its reach.

Creative lab CALLEN previously worked with Disney+ on the Huluween "EDGEOFYØR Seat" campaign, a handcrafted chair that keeps viewers on the edge of their seats.

The Facebook Marketplace campaign follows the same logic of taking the feeling of the content and placing it somewhere physical and unique.

Showing Up Where Nobody Expects

Using Facebook Marketplace as the media channel is the sharpest decision in the campaign.

Streaming services typically promote content through trailers, social posts, and paid placements in environments audiences already associate with advertising.

In this case, showing up inside a secondhand marketplace works in the campaign's favor.

Facebook Marketplace has become a genuine social browsing habit, with users sharing unusual finds that spread across feeds like any other post.

The campaign runs alongside a full 360 media mix, which means the Marketplace stunt functions as the earned media hook for a wider push.

The Disney+ and Hulu campaign offers a few mechanics worth noting for brands thinking about platform-native creative.

• Match the platform’s native visual language. Use formats that reflect how content already appears to users.
• Let creators discover the idea organically. This keeps the execution from feeling staged or overly directed.
• Anchor the work in recognizable IP. Use references that audiences can identify immediately.

The best place to hide a campaign is somewhere nobody expects to find one.

Our Take: Is the Second Year as Strong as the First?

We think the format holds up, and the show selection is strong.

Mixing a 20-year-old cult classic like "Lost" with active releases like "Paradise" and "Daredevil: Born Again" gives the campaign a wide cultural footprint.

The risk with a campaign like this, however, is becoming a known format too quickly.

Once audiences understand the trick, the double take might stop working. 

Brands building platform-native campaigns need agencies that understand how to work inside existing user behaviors. 

Explore these top creative agencies in our directory.