Stranger Things has a fanatical audience. So, for the launch of Season 4 we rewarded fans by feeding them to the Upside Down. Transporting ourselves to 1986, we kicked off the campaign by releasing a series of posters from the 80’s. These posters contained clues which led to an ever changing OOH poster that decayed and grew into an Upside Down portal. The portal transported fans through a multi-sensory immersive experience. Fans were treated to a limited-edition ‘Demogorgonzola’ pizza. We hand-painted the same Surfer Boy Pizza delivery van from the show to hand out the monster-inspired pizza to hungry fans.

Stranger Things Season 4 launched on 27 May 2022, the biggest and darkest season yet, one that dedicated fans have been waiting for since 2019. So what better way than to reward the biggest fans in the most Hawkins way possible: Feed them to the Upside Down.

People traveled from New York, Latvia and even Italy to visit our event space and a few other thousand queued up in the hot sun for up to 7 hours to experience our pop-up.

Thousands of fans from all over the world worked together to crack the code we shared.

We saw a 915% uplift in mentions on social media.

Those who visited us created a lot of content on TikTok and Instagram, generating us organic engagements that reached to 20 million fans across the world and counting.

With more than 2000 Demogorgon pizza served over the weeknd, we used as much dough as the weight of 10 real life demogorgon.