O2 PRIORITY x NETFLIX

Stranger Things 5

Promotional Marketing | Experiential Marketing

The brief

To celebrate the upcoming release of Stranger Things Season 5, O2 Priority partnered with Netflix to create an in-store experience that would excite fans, drive engagement with Priority and encourage participation in a competition for a Stranger Things bundle. The activation needed to capture the spirit of the show while working within the retail environment of O2 stores.

The idea

We recreated the iconic Byers living room from the first season of Stranger Things, transforming the Inspire Zone in O2 stores into a nostalgic Hawkins-inspired set. The concept needed to be instantly recognisable not only to fans of the show but also to casual shoppers, making the Byers home the perfect creative route.

The set combined detailed set dressing with interactive elements that encouraged visitors to explore the space, discover Easter eggs from the show and engage with the O2 Priority platform.

The experience

The activation invited customers to take part in a competition to win a Β£500 Stranger Things bundle. Entry was available through multiple touchpoints including the in-store quiz, feedback surveys and social posts using the campaign hashtag.

By combining digital interaction with physical exploration, the experience encouraged longer dwell times and deeper engagement with the brand.

The engagement

We recreated the iconic Byers living room from the first season of Stranger Things, transforming the Inspire Zone in O2 stores into a nostalgic Hawkins-inspired set. The concept needed to be instantly recognisable not only to fans of the show but also to casual shoppers, making the Byers home the perfect creative route.

The set combined detailed set dressing with interactive elements that encouraged visitors to explore the space, discover Easter eggs from the show and engage with the O2 Priority platform.

The results

  • 5,656 competition entries via the in-store quiz

  • 3,789 QR code scans across the competition and Priority

  • 750k+ views generated through earned social media content

  • 429 customer feedback submissions with 100% positive sentiment

  • 82 new Priority app downloads from customers previously unaware of the platform

Why it worked

Without any paid digital media driving footfall, the activation generated strong organic traction across TikTok and Instagram. Visitors shared their experiences online, helping the installation reach more than 750,000 views and extending the campaign far beyond the store floor.

The combination of immersive storytelling, tactile interaction and social-friendly moments created a memorable experience that resonated with fans and casual shoppers alike.

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