Launch of fourth — and final — season of Netflix series is being marred by brand actions
After three years of waiting, the Upside Down is back. The fourth season of Netflix’s Stranger Things was released this Friday (27) and, to mark the premiere, the brands ensured that the world of the series became real for the fans.
This Thursday (26), the series premiered in Brazil at an event at the Ibirapuera Auditorium, where guests were able to watch firsthand the first episode of the continuation of the saga.
The event was attended by the streaming partner brands for the launch, Bis and Burger King.
Burger King
Burger King has released a Stranger Things themed combo, with a waffle snack, hellfire potato, Demogorgon dessert and temporary tattoos that arrive in the hands of customers in a personalized box from the series.
To mark the company’s partnership with Netflix, Burger King reversed the name on social media and launched an inverted page on its app, where consumers can access the Stranger Menu.
In addition to the themed combo, the chain is promoting an immersion in its restaurants. The restaurants located on Avenida Paulista and Praça Panamericana were set up as “fortresses”.
In the outdoor environment, audiences can see elements of the Upside Down pointing out the imminent danger, while the indoor environment features spaces such as the Rink-o-Mania skating rink and the Hellfire Club, which mark the new season of the series.
On-site activations also include the Stranger-Thru, which proposes a passage through an “interdimensional portal”.
“In all our strategies and communications, we take into account your passions and your favorite subjects and, therefore, we teamed up with Netflix for this action that promotes a true immersion in the universe of Stranger Things”, said Juliana Cury, Director of Marketing and Innovation by BK Brasil, master franchisee of the Burger King and Popeyes brands in the country.
Live Fiber
Vivo Fibra also embarked on the launch of the season. The company ran an advertising campaign called “The Upside Down has arrived faster than ever”, with a video that shows elements of the series’ universe taking over real life, guided by Vivo’s fiber trail.
The film created by the Africa agency is being shown on open TV, Pay TV and on the brand’s digital channels.
In addition to the film, the campaign bets on differentiated content for Vivo’s digital channels and store ambiance to engage fans of the series and mark the debut of the long-awaited new season.
BIS
Another brand partnered by Netflix for the launch of the fourth season of Stranger Things is Bis, which recently launched the “a-BIS-tincence” campaign that showed the public’s lack of control when the urge to eat candy arose.
To mark the return of Eleven and her friends, Bis prepared oversized series themed packaging so that people could marathon Volume 1 of the new seasons and an advertising campaign that used the series plots with a video script.
“Connecting the series with our campaign is a fun way to guarantee Bis in so many marathons to come with the long-awaited launch of the new season of Stranger Things”, commented Fabiola Menezes, chocolate marketing director at Mondelez Brasil.
The media plan includes 15” and 6” films for digital and, in addition, BISQUAD, a team of influencers who are brand ambassadors, has guaranteed participation in amplifying the campaign on all platforms.
Other brands have also embarked on the inverted world of Stranger Things. See below:
