On 27.05.2022 the fourth season of the most successful Netflix series "Stranger Things" got released. On the occasion of the highly anticipated new season, the entire world was transformed into the Upside Down already one week before the start of the new season. We worked together with almost 100 creators and Stranger Things fans from Germany, who supported the most diverse activities around the upcoming launch.
The first event was the big premiere at the Kraftwerk Berlin five days before the official launch, where almost 60 of our invited influencers and talents were accompanied by the actors Natalia Dyer, Charlie Heaton and Tom Wlaschiha, along with a further 300 fans. Besides the screening of the first episode of the new season and a Q&A, guests had the chance to get into the vibe of the new season with different experiences.
Only 3 days later, the rift, known from the series, opened in Cologne's Mediapark alongside other cities such as New York, Stockholm, Bilbao, and Sydney in a unique projection and light show that could be marveled at for 3 full evenings. Meanwhile in Cologne's city center a café was completely redesigned in the style of the Stranger Things 80s look and was able to be visited by fans for a whole 2 weeks.
In Hamburg, on the other hand, the Rink-O-Mania roller skating rink, an new location from the fourth season, was recreated at the same time in Planten un Blomen park. Here, Stranger Things fans could experience the real disco feeling of the series, play the arcade games or get their makeup done in typical 80s fashion.
Almost 20 local talents supported both kick off events and were allowed to dive into the world of Stranger Things in advance. The campaign ended with an activation on and in cooperation with TikTok, which supported the series launch with the release of an Upside Down filter. Another 15 creators created content for native ads on the platform.