In preparation for season 4 of Stranger Things, fans of the show will be able to order a Domino’s pizza with their minds.Netflix is famed for rolling out brand collaborations that are a bit uncanny, but the marketing strategy works and pulls young consumers in using methods more creative than ads (although this is expected to change soon). YPulse research shows the majority of young consumers are using streaming services to avoid ads, and Netflix is once again reaching younger audiences through a unique collaboration. Donned “the first mobile ordering app of its kind,” the platform “locates the ‘facial plane’ in 3D space” to let consumers complete their orders by making certain expressions and head movements. Users will be set up in a role-playing situation where they play as test subjects at the “Hawkins National Laboratory from the science-fiction series set in the 1980s.” There, users will be able to explore a digital version of the “secretive government facility, uncover Easter eggs, and use their ‘powers’ in conjunction with the brand’s Easy Order function.” For Domino’s, the mind ordering concept will allow customers to continue the option of ordering online more frequently—and now more creatively. (MarketingDive)
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