Dive Temporary:
- Chips Ahoy and Netflix’s “Stranger Issues” have partnered for an augmented-reality (AR) recreation and limited-edition cookie timed to the discharge of the hit collection’ fifth and last season, in line with particulars shared with Advertising Dive.
- Starting Aug. 11, Chips Ahoy is inviting customers who scan on-pack QR codes or go to a microsite right into a gamified model of the Upside Down, the chilling alternate dimension featured in “Stranger Issues.” There, they will seek for hidden cookies that translate into real-life prizes.
- The Mondelēz Worldwide model may also launch a cookie impressed by the Upside Down, together with cookie packs that nod to Chips Ahoy designs from the Eighties, the identical decade during which “Stranger Issues” is about.
Dive Perception:
Chips Ahoy is aligning itself with a popular culture sensation by means of its tie-up with “Stranger Issues.” The Netflix collection, which debuted in 2016, has develop into one of many streamer’s hottest unique reveals, amassing over 140 million international views for its fourth season alone. That degree of recognition has attracted quite a few different advertisers, together with Domino’s, Coca-Cola and H&M.
The ultimate season of the present will likely be launched throughout three premiere dates, starting with 4 episodes on Nov. 26. Forward of the discharge, Chips Ahoy will launch an AR recreation, accessible through microsite and on-pack QR codes, that invitations customers to seek for cookies hidden inside completely different ranges of an Upside Down-themed expertise. In-game achievements will translate into the prospect to win prizes, together with limited-edition merchandise and a “Stranger Issues” guitar impressed by Eddie Munson, a most important character in season 4.
The model may also launch a limited-edition cookie, which incorporates a chocolate base, fudge chips and a purple, strawberry-flavored filling, the model’s first fruit-flavored filling. Packaging will incorporate design components from the present and embody a glow-in-the-dark function. Moreover, Chips Ahoy will launch Unique Chips Ahoy Eighties retro packs. Shoppers can register to pre-order the limited-edition “Stranger Issues” cookie through microsite, with sign-ups restricted to the primary 1,500 individuals. The product will likely be obtainable at retailers nationwide starting Aug. 11.
The fifth season of “Stranger Issues” continues to middle across the city of Hawkins, Indiana, which is scarred from the opening of the rifts, or ruptures that join the traditional world to the Upside Down. The group of younger buddies the present is predicated round, together with Eleven (Millie Bobby Brown), are on their last mission to kill Vecna, the collection’ most important antagonist.
A number of manufacturers have tapped into the joy surrounding in style Netflix content material. Most lately, U.S. Financial institution and Subway each introduced tie-ups with the streamer for “Comfortable Gilmore 2,” the sequel to Adam Sandler’s 1996 hit comedy that premiers July 25. In December, language-learning app Duolingo linked with Netflix for a marketing campaign encouraging customers to study Korean upfront of the discharge of season two of “Squid Recreation.”
