Background:
While Stranger Things season 3 set a record with 26.4 million U.S. viewers over the July 4th holiday weekend, it received mixed reviews, with some feeling it was weaker than previous seasons. Critics and fans pointed to shifts in tone, pacing, and character development as reasons for their disappointment.
The challenge: Maintaining current viewers while attracting new ones for the upcoming season, which isn’t as highly anticipated as previous ones.
Objective:
Reignite excitement and build anticipation for the upcoming season of Stranger Things by focusing on the core themes that viewers relate to and initially fell in love with.
Target Audience:
"We Love Stranger Things & SXSW"
Younger Gen X & Older Millennials (Ages 26-39)
Sci-Fi Enthusiasts who grew up with classic ‘80s and ‘90s genre films
Lived Like the Characters – Relates to the friendships, adventures, and suburban nostalgia of Stranger Things
Creatives & Trendsetters – Passionate about music, film, and storytelling
Loves Nostalgic References – Drawn to retro aesthetics, synth soundtracks, and cultural callbacks
Insight:
We build walls around our fears (the real-life Demogorgons that hold us back) to feel safe and in control, but deep down, our greatest strength comes from surrendering and facing them head-on.
The Opportunity: Stranger Things x SXWS
SXSW attracts thousands of journalists and media outlets covering the biggest moments in film, TV, music, and tech. By bringing Stranger Things to SXSW, the series can generate buzz, re-engage fans, and introduce new audiences to the upcoming season.
Big idea: Do It Afraid. Face Your Fears.
how do we bring it to life?
Monolith Object x Stranger Things Stunt:
Ascend Into the Unknown with the mysterious monolith object stunt over the Grand Canyon, combining real-life thrill with the strange world of Stranger Things.
Scan the QR codes to unlock exclusive content for the Stranger Things season premiere.
Stranger Things 80s Playlist:
Nostalgia Meets the Upside Down with the ultimate 80s playlist on Spotify to get fans ready for what’s to come.
Influencer Collaboration
Superfan Zac Efron joins our exclusive Stranger Things collab—plus, early birds get a chance to win a special care package packed with exclusive merch.
Newsletter
Unlock our secret website to share your fears, read inspiring stories, and win exclusive Stranger Things prizes!
#DestoryYourDemogordon
An interactive AR filter where you fight Demogorgons while the iconic wall lights reveal hidden messages and updates
Measurements for Success
Increase in engagement (newsletter email content + secret stranger things website + social media AR Filter)
Spotify Streams (Playlist Engagement)
Post Premiere: Increase in PR + Press + Stunt news
Increase in SXSW Premiere Attendance
creative role: copy, ideation
art director: jax twine