In 2019, Baskin-Robbins Australia partnered with Netflix to launch Season 3 of cult sci-fi series Stranger Things. The partnership was tailor-made for Baskins’ growing home delivery market and promised to introduce the brand to a new segment: pop-culture-loving young adults and teens. But with a show this revered, a run-of-the-mill brand partnership was never going to cut it: we needed to truly immerse fans in the Stranger Things universe. So that’s exactly what we did.
Inspired by the show’s code-breaking plot points and fictional icecream store Scoops Ahoy, we created an immersive digital experience and invited fans to hunt down codes hidden online and on product to win a trip to the show’s set. Via the microsite fans could explore the range, try our AR face lens, take a Stranger Things character quiz and navigate to our virtual Scoops Ahoy store, available exclusively through Uber Eats.
