Stranger Things: The Experience launched fans on a perilous adventure through Hawkins Lab
Netflix won in the Media and Entertainment category at The Drum Awards for Experience with its Stranger Things: The Experience work. Here it shares what went into the campaign...
Stranger Things: The Experience takes fans of the global hit series inside some of its most iconic settings on an intimate guided new adventure. In partnership with Fever, Netflix created the experience as a way to engage with its subscribers outside of the streaming platform and in between their favorite seasons while continuing to keep them close to the stories they love.
Stranger Things: The Experience, which has opened in New York, San Francisco, Atlanta, Los Angeles, London, and most recently, Seattle, launches fans on a perilous adventure through Hawkins Lab. It is an immersive adventure from start to finish. The plot features a brand new storyline, developed exclusively with the show’s creators, that aims to engage fans and connects them to the world of Stranger Things. With video elements, live performance, and 360 fx, each guest is fully absorbed into the storyline once they step foot through the front door.
Guests are propelled into a parallel universe called the Upside Down where they must run the gauntlet of terrors lurking in the dark and unlock their secret powers to help save the town. After their escape from the Upside Down, fans arrive in the Mix-Tape area – an immersive food, beverage and retail hub celebrating Stranger Things’ most visually iconic locations including Scoops Ahoy, Surfer Boy Pizza, the Palace Arcade and more. From there, fans can wander through the space and experience every element of the Stranger Things world.
Stranger Things: The Experience has been featured more than 900 times by media outlets including The New York Times, The Los Angeles Times, PopSugar, Buzzfeed, Business Insider and Gizmodo. The experiences have hosted more than 650,000 guests and sold-out shows in domestic markets. With a consumer rating of 4.63/5, near-perfect audience rankings, and more than 1.920M social media impressions, this has proven to be one of Netflix's most successful experiences to date.
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