Stranger Things & Microsoft

A big strange partnership

Integrated Campaign
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A glorious return to retro

Not to undersell it, but Stranger Things Season 3 was kind of a big deal. The world couldn't wait to return to Hawkins alongside Eleven, Hopper, Mike, and the rest of the gang. We leaned into this worldwide anticipation and created an integrated partnership campaign between Netflix and Microsoft to increase shared brand love, drive social engagement, and make Windows part of the pop culture conversation. We leveraged shared values and a familiar insight to pay off Microsoft’s mission of empowerment through technology and deliver a ton of custom, unique content that Stranger Things and Microsoft fans would love.

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Case study

Social
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A strange trip back in time

Stranger Things Season 3 takes place in 1985—the same year Microsoft released the original Windows. We teased the partnership campaign by taking Windows social channels back to 1985, with nostalgic content we knew fans would love. Then, we invoked a spirit of discovery and intrigue with Microsoft and Stranger Things fan bases by turning Microsoft's social channels strange.

Social Takeovers
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The way, way back machine.

We took Microsoft's and Windows' social pages back a few decades. Sleek laptops were replaced with boxy PCs and CRT monitors. 4K widescreen displays? Try 900x600. Business casual workwear? Sure, so long as it's pressed, cuffed, collared and paired with a tie and coat. Everything--and everyone--were retrofied in celebration of going back to the 80s with Stranger Things Season Three.

Influencer Marketing
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Retro Windows for the modern fan

After building the hype on social media, we delivered in a totally tubular fashion, partnering with a development team to create a strange re-release of the original Windows: Windows 1.11. Featuring throwback Microsoft technology, retro games and graphics, unique content, and more, it combined everything fans love about Stranger Things with everything they love about Windows. We also created throwback kits for influencers and had them help spread the word.

Display and OOH
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A literal Can't-Miss Event

Stranger Things Season Three was so highly anticipated it didn't need much (if any) promotional help. Microsoft Windows and its partnership with Netflix didn't have such a luxury. So we created promotional assets of all kinds in just about every size imaginable. From motion graphics in Times Square and LA Live to digital experiences on owned and operated social channels, all the way down to Windows-powered PC's home and start screens, we brought retro-strange to the masses.

Experiential
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Saving the world one class at a time

The kids of Stranger Things embody Microsoft’s vision of the power of technology education. We leaned into them to help teach a new generation how to save the world, starting with the fictional camp from the show: Camp Know Where, turning it into a real experience at Microsoft stores. We also created custom Stranger Things–inspired classes. And of course, we featured the smartest girl in the camp to promote it, becoming the first and only brand to work with Suzie.