Stranger Things are happening at Baskin-Robbins
Stranger Things took Netflix by storm.
Do you remember when it was first released? Remaining as one of the most popular live streaming shows in digital TV, it’s no surprise why the show has been such a hit; a thrilling sci-fi plot, loveable characters and unmissable 80s nostalgia.
With season three on the horizon, viewers have been eagerly awaiting the next chapter from the fictional town of Hawkins, Indiana. Have we seen the last of the shadow monster?
To tantalise fan’s taste buds, Netflix teamed up with ice cream brand Baskin-Robbins and launched an incredible experiential campaign that transported them right into the Stranger Things favourite hangout - Scoops Ahoy Ice Cream Parlour.
A highly memorable and immersive experience, Netflix staged a Stranger Things takeover in one of Baskin-Robbins’ existing Burbank Stores. Bringing the show to life, the pop-up store was kitted out to look exactly like it does on TV, complete with staff dressed in the same nautical-themed uniforms. It was exactly how the Hawkins’ gang would have experienced it.
There were photo ops, merchandise like vintage-inspired Scoops Ahoy tees, magnets and themed ice cream cakes; a little taste of Hawkins in L.A. Well, the nicer side of the town anyway!
Throughout June, special new flavours were also introduced to the menu at Baskin-Robbins shops all over America. The limited-edition flavours included "Eleven's Heaven", a waffle cone-flavoured ice cream with delicious chocolate pieces and the "Upside Down Pralines", a chocolate ice cream with praline pecans.
The themed ice cream delights didn’t stop there. Other items on the menu included the ‘Upside-Down Sundae’, created with the ingredients in reverse, and the ‘Demogorgon Sundae’ served in a waffle bowl reminiscent of the terrifying creature from the show.
All the delicious treats could be washed down with the Elevenade Freeze, a creamy slushie-meets-shake concoction of vanilla ice cream and Minute Maid lemonade.
“We wanted to give customers across the country an experience straight out of Hawkins, Indiana,” Carol Austin, Vice President of Marketing for Baskin-Robbins, said in a statement. “Whether you love the show or just love some seriously delicious ice cream creations, we’ve got something for everyone.”
Immersive experiences from popular TV shows are highly effective in creating greater audience anticipation and building a strong fanbase. HBO transported members of the public into the ruthless world of Westworld at SXSW, and the Play Trailer Park let people binge on shows in themed trailers.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.