Netflix approached this project with an audacious goal:
Create a true Zeitgeist moment in Mexico to promote the return of Netflix’s most iconic series. Laddering into the S4 positioning, we wanted to truly make it feel like the Upside Down was taking over Mexico City.
By creating not just one experiential stunt, but an entire six-weeks long “Festival” positioning, we took over conversation in the Mexico market and spanned the bridge between Volumes 1&2.
Stranger Fest - Immersive Global Fan Experience in Mexico
Experiential & 360 Campaign
The Upside Down Takes Over Mexico City:
The Vision Behind Stranger Fest
Netflix approached this project with an audacious goal:
Create a true Zeitgeist moment in Mexico to promote the return of Netflix’s most iconic series. Laddering into the S4 positioning, we wanted to truly make it feel like the Upside Down was taking over Mexico City.
By creating not just one experiential stunt, but an entire six-weeks long “Festival” positioning, we took over conversation in the Mexico market and spanned the bridge between Volumes 1&2.
Create a true Zeitgeist moment in Mexico to promote the return of Netflix’s most iconic series. Laddering into the S4 positioning, we wanted to truly make it feel like the Upside Down was taking over Mexico City.
By creating not just one experiential stunt, but an entire six-weeks long “Festival” positioning, we took over conversation in the Mexico market and spanned the bridge between Volumes 1&2.
The Objective:
To celebrate and promote the release of Stranger Things Season 4 in Mexico through immersive, fan-centric experiences that would connect the show’s themes with local culture and boost fan engagement across digital and physical platforms.
1
Festival
6
Weeks
3
Epic Experiences
Creating Worlds Within Worlds: Design Meets Culture
Stranger Fest took place across three immersive locations, each designed to pull fans deeper into the show’s storyline. It was conceived as a multi-location, interactive festival spanning six weeks. The event featured three main activations.
01. The Creel House - Escape Rooms
01
A haunted journey inspired by Season 4’s antagonist - Victor Creel’s house.
02. Stranger California
02
03. Return to Hawkins
03
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Each location was tailored with eerie set designs, sound effects, and interactive challenges to immerse fans deeply into the show's storyline.
Cross-Functional Leadership - Bringing Teams Together for a Unified Vision
As the lead for cross-functional collaboration on Stranger Fest, I guided our creative and strategic positioning to unify our teams under one cohesive vision. Working closely with PR, Partner Marketing, Consumer Products, and Social, I helped make Stranger Fest a central, electrifying experience that truly captured the magic of Stranger Things for our Mexican audience. Together, we crafted a seamless, multi-channel campaign that resonated powerfully across all touchpoints, ensuring Stranger Things felt larger than life.
Partner Marketing
Trident partnership w/ Casa Creel
Flaming Hot tostilocos @ Stranger CA
OXXO takeovers (subsidized by Flaming Hot)
Publicity & Events
Talent press tour @ Stranger California
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Robust influencer and press @ all 3 events
Screening & After-event @ Casa Creel
Social
Stranger Things x Control Z crossover
Stolen Demogorgon: Reactive content
CP Photoshoot @ Regreso a Hawkins
Official merch stands @ 2 Fest events
The Power of Immersive Storytelling: The Impact & Reach of Stranger Fest
Stranger Fest didn’t just bring fans together; it created a sensation. The event generated:
Website data - Metrics Highlight (May 2nd to June 30th)
1.3M
Engaged Sessions
The number of sessions that lasted longer than 10secs, had a conversion event, or had 2 or more screen or page views.
1.4M
Users
The number of users who interacted with the site.
13M
Views
The number of app screens or web pages users saw. Repeated views of a single screen or page are counted.
36K
Physical Participants
We filled the max capacity at the three events that made up Stranger Fest.
Accumulated reach across all our owned posts + organic mentions
64
Posts
Content published in our official channels
49.4M
Impressions
Achieved almost fifty million impressions.
48.7M
Reach
We reached almost 48 million people.
6.6M
Views
Our content was watched over 6 million times.
2.2M
Interactions
Users provided 2M+ interactions with the content.
1.6K
Mentions
Our Fest got over 1000 mentions on X & news sites.
User Generated Content
725
Instagram Posts
482
Twitter Posts
1,463
Tiktok Posts
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Zeitgeist Moment
By focusing on one strong and reinforced stunt/message with many legs and leaning into a fandom-focused campaign, we were able to create a true Zeitgeist moment in the market with data-based and anecdotal evidence of real cultural impact.
800/+3K
Earned Media articles
71M
Impressions
850K
Unique User Scrolls
Copycat ST Fest Events
Bootleg merch
Cultural Impact - Anecdotal evidence
Resellers of free promotional tickets
Bootleg merch that popped up in front of every ST Fest event
Reflection: A Cultural Milestone in Fan Engagement
Stranger Fest showed that storytelling isn’t confined to screens—it can come to life through experiences that make fans an integral part of the narrative.
With this event, Stranger Things evolved from a popular series into an interactive brand that fans can touch, feel, and live.
With this event, Stranger Things evolved from a popular series into an interactive brand that fans can touch, feel, and live.
