The stars of Stranger Things have taken to social media to announce the official wrapping of the season three shoot leaving us fans with heavy anticipation for what’s to come. In honor of the new season and the show being in the forefront of our minds again, I wanted to highlight the brilliant social media campaign they launched for the season two release last year. Netflix went to great lengths across Facebook, Twitter, and Instagram to ensure fans were engaged through custom content for each platform and teasers.
One of their experimental tactics included the use of custom Facebook lenses, back when the feature was brand new. They set the popularity of the feature in motion by having the show’s stars post videos utilizing them at the Stranger Things premiere. Having the show’s stars involved in this campaign was crucial as the actors in the show such as Millie Bobby Brown, Finn Wolfhard, and Noah Schnapp all appeal to a very young area of generation Z with their own social media presences and huge followings.
On snapchat they launched an event more advanced filter with AR qualities that turned your surroundings into Hawkins, Indiana but only if you scan a special snapcode or use the Shazam feature while the theme song is playing. You can unlock the Byer’s house with the iconic alphabet and Christmas lights strung across the wall.
My personal favorite piece of the campaign was Netflix’s partnership with Spotify to create a personalized playlist for each character in the show. They even had an algorithm designed to evaluate your music and match you with a character’s playlist.
Knowing Netflix and the cultural phenomenon Stranger Things has become, we can anticipate that the digital marketing efforts for season three is going to blow us out of the water.