Disney+ and Hulu Promote Drama Series with Facebook Marketplace Prop Listings

The streaming platforms planted fictional items from popular shows like 'Lost' and 'Daredevil' on the secondhand marketplace to spark conversation.

Apr. 3, 2026 at 6:20pm

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An extreme close-up photograph of a shattered glass prop, such as a broken window or jar, captured in dramatic high-contrast lighting to create a glamorous, high-fashion aesthetic, conceptually representing the captivating drama of Disney+ and Hulu's most popular series.The shattered remains of a fictional prop from a Disney+ or Hulu drama series, a tactile reminder of the immersive storytelling that captivates streamers.Austin Today

Disney+ and Hulu have launched the second year of their 'The Drama You Want' campaign, which involves seeding Facebook Marketplace with fictional props from their drama series lineup. The listings include recognizable items like a jar of black smoke from 'Lost' and a door from 'Daredevil: Born Again,' presented in the casual visual style of the secondhand marketplace. The campaign, created by agency CALLEN, aims to spark organic conversation about the streamers' most popular shows by placing them in an unexpected digital environment.

Why it matters

Using Facebook Marketplace as the media channel is a strategic move, as it allows Disney+ and Hulu to reach audiences in a platform they already associate with casual browsing and unexpected discoveries. By matching the native visual language of the marketplace and letting select creators organically discover the listings, the campaign feels more authentic and less like traditional advertising.

The details

The 'The Drama You Want' campaign includes fictional prop listings from several Disney+ and Hulu series, including 'Paradise,' 'Lost,' 'Daredevil: Born Again,' and 'Wonder Man.' Each listing is designed to reflect a specific moment or visual element from the shows, such as a jar of black smoke from 'Lost' or a door from the Nelson Murdock law office in 'Daredevil.' The campaign was created by Austin-based agency CALLEN and is supported by out-of-home, digital, and influencer activations.

  • The 'The Drama You Want' campaign is in its second year.
  • The Facebook Marketplace listings were added in April 2026.

The players

Disney+

A popular streaming service owned by The Walt Disney Company, known for its extensive library of movies, TV shows, and original content.

Hulu

A streaming service owned by The Walt Disney Company, offering a wide range of TV shows, movies, and original programming.

CALLEN

An Austin-based creative agency that developed the 'The Drama You Want' campaign for Disney+ and Hulu.

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The takeaway

The Disney+ and Hulu 'The Drama You Want' campaign demonstrates how brands can effectively leverage unexpected digital platforms to promote their content in a more organic and engaging way. By matching the native visual language of Facebook Marketplace and allowing creators to discover the listings organically, the campaign feels authentic and sparks genuine conversation about the streamers' most popular drama series.