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.