Last week in London, Netflix used a scavenger hunt turned experiential campaign to promote the forthcoming season of its smash show Stranger Things.
Shoreditch residents may have seen posters advertising products featured in the episode.
Billboards featured campaigns from the fictional brands Hawkins watches, Surfer Boy Pizza and Hawkins Power and Light – which had a phone number for passersby to call. Users on the forum reported receiving a strange voicemail message after phoning the number.
As the excitement among internet admirers rose, 3D tentacles appeared in the poster’s place, seemingly opening a portal that expanded larger by the day.
Following the thrilling build-up, supporters were encouraged to visit Shoreditch on Friday, May 27 to witness the whole event. Event-goers were greeted with the taste, scents, and feel of the Stranger Things universe after passing through the ‘portal.’
Actors and even complimentary pizza in the shape of demogorgons were part of the completely immersive event.