What's Happening?
Chips Ahoy, a snack brand owned by Mondelez, has partnered with Netflix's Stranger Things to launch an augmented reality (AR) promotional campaign. This collaboration coincides with the release of Stranger Things' fifth and final season. Starting August 11, fans can engage with the campaign by scanning QR codes on limited-edition packaging to access a browser-based game. The game allows players to hunt for hidden cookies in a digital version of the Upside Down, offering prizes such as show-branded merchandise and a Stranger Things guitar. Additionally, Chips Ahoy is introducing a new cookie inspired by the show's alternate dimension, featuring a chocolate base, fudge chips, and a strawberry-filled center. The packaging for these cookies glows in the dark, adding to the thematic experience.
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Why It's Important?
This collaboration between Chips Ahoy and Stranger Things represents a strategic move for both brands. For Chips Ahoy, aligning with a popular franchise like Stranger Things, which attracted 140 million global viewers last season, provides significant exposure and potential customer engagement. The campaign taps into nostalgia by incorporating elements from the 1980s, appealing to both new and long-time fans of the show. For Netflix, this partnership is part of a broader strategy to enhance brand visibility through collaborations, having previously worked with Coca-Cola, Domino's, and H&M. Such initiatives can drive viewer interest and engagement, potentially boosting viewership and subscriber numbers.
What's Next?
Fans eager to participate in the campaign can register on the campaign microsite to pre-order the new cookie before it becomes available nationwide. As the campaign unfolds, it is likely to generate buzz and engagement among Stranger Things fans and snack enthusiasts alike. The success of this collaboration could pave the way for future partnerships between entertainment franchises and consumer brands, leveraging popular culture to drive marketing efforts.
Beyond the Headlines
The collaboration highlights the growing trend of integrating digital experiences with physical products, offering consumers interactive and immersive brand engagements. This approach not only enhances consumer interaction but also provides brands with valuable data on consumer preferences and behaviors. As technology continues to evolve, such campaigns may become more sophisticated, incorporating advanced AR features and personalized experiences.
