Chips Ahoy Employed Augmented Reality Gaming in Stranger Things Collaboration to Boost Brand Loyalty and User-Generated Content Sharing
Starting August 11, Chips Ahoy and Netflix's hit series Stranger Things are teaming up to offer fans an exciting fusion of augmented reality (AR) gaming and limited-edition themed treats. This innovative collaboration aims to blur the line between on-screen thrills and real-world delights.
Consumers can scan QR codes on the limited-edition Chips Ahoy cookie packs or visit a dedicated microsite to enter an AR game set in the Upside Down, the eerie alternate dimension from Stranger Things. In this gamified, immersive experience, players assume the role of amateur rift-hunters, tasked with locating hidden cookie icons across different levels. Their in-game achievements unlock chances to win exclusive prizes such as Stranger Things merchandise and an Eddie Munson-inspired guitar.
The limited-edition cookie itself echoes the show's 1980s setting and themes, featuring a chocolatey cookie base with a unique red strawberry fruit filling. This flavor twist symbolizes the show's signature “Rifts” — portals to the Upside Down. The packaging includes Stranger Things-inspired designs with glow-in-the-dark elements, enhancing the tactile and visual nostalgia appeal.
This collaboration showcases strategic insights into modern brand building, such as pop-culture synchronization and seamless digital-physical integration. It leverages augmented reality and limited-edition treats to create a multisensory and interactive marketing campaign that appeals to diverse generations and enhances brand cultural relevance.
The AR game can be played on a brand-specific microsite or within an app, with notifications reminding players when new levels unlock. Each discovery in the game serves as an entry toward real-life prizes. This collaboration is part of the run-up to the fifth season of Stranger Things, ensuring that fans are kept engaged and excited in the lead-up to the show's return.
This unique collaboration between Chips Ahoy and Stranger Things offers a novel way for fans to interact with their favourite show and brand, creating a memorable and immersive experience that combines the best of both worlds.
In this collaboration, participants can engage in an immersive food-and-drink experience by playing an AR game set in the Stranger Things universe, where they can win entertainment-related prizes such as exclusive merchandise and a guitar inspired by Eddie Munson. This pop-culture fusion also includes limited-edition cookies themed around the show, offering a lifestyle-based tie-in that reflects the 1980s setting and themes of the series.
