STRANGER THINGS S4 LAUNCH CAMPAIGN
Stranger Things is Netflix’s most successful series to date and a global pop culture phenomenon.
However, with Season 4 delayed for years due to the pandemic, anticipation grew, and fans were becoming increasingly impatient as expectations soared for the new season.
INSIGHT
The fan’s their restlessness is Stranger Things biggest asset.
To activate only the nerdiest of superfans bringing them into the world of the show and to create enough conversation to spread the message to the mainstream public.
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IDEA
“SOS Nerds” was created. A campaign designed to “open a portal” between 1986 and 2022.
Using the technologies of their respective times, with hidden messages encoded in the executions as calls-to-action for the nerdiest of nerds from 2022 to discover and decipher and rally the rest of the world to help the nerds of 1986 in their biggest battle yet.
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A few days later, we seized a key moment tied to the series that occurred just weeks before the big launch: May’s total lunar eclipse—the most significant astronomical event of 2022 and one of the darkest days of the year.
This was the perfect opportunity to release the second campaign asset: Total Eclipse of Hawkins.
We created a parody of Bonnie Tyler’s iconic song, “Total Eclipse of the Heart,” transforming it into “The Total Eclipse of Hawkins”. In the accompanying music video, a nerd from 2022 is pulled into a parallel world set in 1986, joining other nerds in a desperate cry for help, all while Brazil is shown being consumed by the Upside Down.
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However, with Season 4 delayed for years due to the pandemic, anticipation grew, and fans were becoming increasingly impatient as expectations soared for the new season.
INSIGHT
The fan’s their restlessness is Stranger Things biggest asset.
To activate only the nerdiest of superfans bringing them into the world of the show and to create enough conversation to spread the message to the mainstream public.
IDEA
“SOS Nerds” was created. A campaign designed to “open a portal” between 1986 and 2022.
Using the technologies of their respective times, with hidden messages encoded in the executions as calls-to-action for the nerdiest of nerds from 2022 to discover and decipher and rally the rest of the world to help the nerds of 1986 in their biggest battle yet.
A few days later, we seized a key moment tied to the series that occurred just weeks before the big launch: May’s total lunar eclipse—the most significant astronomical event of 2022 and one of the darkest days of the year.
This was the perfect opportunity to release the second campaign asset: Total Eclipse of Hawkins.
We created a parody of Bonnie Tyler’s iconic song, “Total Eclipse of the Heart,” transforming it into “The Total Eclipse of Hawkins”. In the accompanying music video, a nerd from 2022 is pulled into a parallel world set in 1986, joining other nerds in a desperate cry for help, all while Brazil is shown being consumed by the Upside Down.
