Netflix is promoting the return of Stranger Things with an extravagant scavenger hunt across London.

Netflix is promoting the return of Stranger Things with an extravagant scavenger hunt across London. Netflix has excelled at creating compelling and unique campaigns to promote their popular shows, including last year’s Money Heist stunt, which involved holding fans hostage on an airplane to premiere the first five episodes of season two, and the promotion for the new season of The Witcher, which involved tapping the “magical powers” of real-life witches. In its latest stunt, the SVOD put billboards around London’s Shoreditch neighborhood, which featured campaigns from the fictional Stranger Things brands, including Surfer Boy Pizza and Hawkins Power and Light. A few days later, men in hazmat suits showed up at the poster site and “shadily began covering it up while urging people to step back.” A few days after that, 3D tentacles appeared on the posters location, which eventually opened a portal that fans could step through to experience a fully immersive experience of the Stranger Things world. YPulse research shows that Netflix shows top young consumers’ list of favorite series, and the SVOD is tapping into these fandoms with experiential marketing. (The Drum)