Turning a Stranger Things merch drop into a nationwide fan-frenzy
Netflix X Doritos
Creative Strategy Lead
The challenge
For Season 6 of Stranger Things, Netflix and Doritos partnered to create 87 pieces of exclusive merch.
With a cult fanbase in place, the challenge wasn’t awareness - it was how to launch the merch in a way that felt worthy of the fandom (and not like another brand trying to fit in).
The insight
The strongest campaigns don't borrow from fan culture, they extend it. Inviting fans into their world to play an active role.
My response
Turned the merch drop into a Stranger Things–style mission to recover “lost” items - with clues unlocked via a scripted, retro Stranger Things phone line.
Calling the number revealed cryptic clues pointing fans to where the merch was hidden in vintage stores across 8 UK cities.
From there, I designed the full ecosystem:
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Bespoke posts across Netflix and Doritos channels driving fans to call the number
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Regional creator activations amplifying the hunt in real-time
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A social call-to-action (#ChipInForHawkins) encouraging fans to share their discoveries and clues
Results
UK-WIDE ROLLOUT
in 8 UK cities
87 ITEMS RETRIEVED
within hours of their release
Text about this 16:9 video to go here
designed stills
social videos
creator activation
