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.