Scoops Ahoy & Scoop Snoop

Baskin Robbins & Netflix

We partnered with 22 Squared, Netflix and Baskin-Robbins to transform its most highly trafficked store, located in Burbank, California, into Scoops Ahoy, the Starcourt Mall ice cream parlor heavily featured in Season 3.

Staffed by brand ambassadors scooping show-themed flavors like USS Butterscotch, the store replicated every detail from the nautical light fixtures to custom made Scoops Ahoy sailor uniforms.

Then we took the fun on the road with a custom designed Scoops Ahoy ice cream truck, complete with ship’s bow for Instagram-friendly shots.

The ship served fans at pop-up events at Dodgers Stadium, the Santa Monica Pier, the London Hotel and the Stranger Things premiere. And that was just the start of our integrated campaign…

Eagle-eyed fans saw a Scoops Ahoy TV spot featuring stars Steve (Joe Keery) and Robin (Maya Hawke) and called the number on the screen. The message prompted them to come into a Baskin Robbins store where they discovered a morse code message on a flavor strip, which granted them them access to a secret SSH server (the internet of 1980s) where they could play a text based adventure game featuring ASCII, puzzles and daily challenges for a full week.

Every detail of the story world we built was true to Stranger Things’ 1985 era technology and aesthetic right down to final prize: the winners had to fax the answer to the last puzzle for a chance to win a set visit and free ice cream… for life! The press and internet went wild.


AdWeekBaskin-Robbins and Netflix Made a Spy Game for Stranger Things That Uses Only 1985 Tech
ARGNSpycraft and Sundaes with the Stranger Things ARG
Hollywood Reporter‘Stranger Things’ Ice Cream Shop Scoops Ahoy Pops Up in Burbank
Ad AgeBEST OF 2019: Netflix Transformed a Baskin-Robbins Store Into ‘Stranger Things’ Ice Cream Parlor Scoops Ahoy

Woods has been an industry leader in digital, experiential, mixed reality and VFX for over twenty years.

Since joining m ss ng p eces in 2017, Mike has led a Cannes Lions and AICP award winning experiential project for National Safety Council, a huge Winter Olympic campaign for Intel and an Emmy award winning project for the Truth Initiative.

In 2020, Mike had the most award heavy year of his career, with projects for Tinder, Baskin Robbins & Stranger Things, and Ally Bank Monopoly all winning big. Tinder and Baskin Robbins actually have him a ‘clean sweep’ in the AICP Next Awards prestigious ‘Integrated’ category. He’s led projects as serious as a 3D selfie-powered petition app for the United Nations World Humanitarian Day and as light hearted as an AR Fart App, which was a Creativity editor’s pick and FWA of the month.

Known industry wide for his inventiveness and creative integration of technology, Woods was named to Ad Age’s “Creativity 50” list in 2013 alongside Jay-Z, Shonda Rhimes and Ted Sarandos.

In 2019 and 2020 Woods served as Jury President for the AICP.

Prior to joining M ss ng P eces Woods launched both Framestore’s Digital and VR Studios
serving as Head of Studio and Executive Creative Director. During his time there he developed
real time animation and motion capture workflows for projects such as Coca-Cola “Polar
Bowl”, “Beats Realtime” for Beats By Dre, and Geico’s “Gecko Realtime.”

He also designed and directed numerous award winning immersive and mixed reality experiences including Game of Thrones “Ascend The Wall”, Merrell’s motion tracking adventure experience “Trailscape” and a companion VR piece to Christopher Nolan’s Oscar winning Interstellar.

One day Mike will count all of his awards, like lots of other people on LinkedIn do, and list them all.

But not now. He’s too busy making stuff.

Selected Press + Awards:

Cannes – 3 Gold Lions, 1 Silver Lion, 2 Bronze Lions for Prescribed to Death
One Show – 2 Golds, 1 Silver, 2 Bronzes, 5 Merits for Prescribed to Death
ADC Awards – 1 Gold, 5 Silver, 1 Bronze for Prescribed to Death