7. NETFLIX

Upside Down Netflix

TikTok killed the trailer. Chronically online audiences need more than a teaser or two to get excited about upcoming shows, so to promote season 4 of Stranger Things, we’re turning familiar UX systems topsy-turvy.

2022 Cannes “Young.Monks” Shortlist

UX Takeover

To cater to emerging audiences that are glued to their smartphones, we’ll use the Netflix app to open the portal to the Upside Down for one week only. This immersive UX experience is triggered by turning your device upside down, and allows visitors to stream Stranger Things season four before anyone else.

Unique Ads for Light and Dark UX

We’ll put curiosity racer’s sleuthing skills to the test on Instagram, Twitter, Facebook, and Snapchat by creating unique ads that appear in “alternate feeds” when users are set to “dark” or “light” mode. Light mode users will see an upside down advertisement that nods to the movement needed to trigger Upside Down Netflix, and dark mode users will see a message from the Upside Down suggesting our early release.

See Yourself in the Upside Down

For casual viewers who aren’t as sleuthy as our core fanbase, we’ll create an interactive Tiktok and Snapchat AR filter that transports you and the world around you into the Upside Down.

Earned Media through FOMO

We’ll let our curiosity racers do what they do best— gloat about their exclusive, never-before-seen findings on social media. Because Upside Down Netflix is only live for one week prior to the actual season four release date, having a select few see the season in its entirety will only drum up more excitement for those who missed out on our activation.