Stranger Things-inspired AR gaming by Chips Ahoy boosts brand commitment and promotes user-created content that goes viral
In an exciting blend of pop culture, nostalgia, and product innovation, Chips Ahoy has teamed up with Netflix's hit series Stranger Things to create a limited-edition AR game and cookies. The collaboration, timed to coincide with the premiere of Stranger Things Season 5, aims to offer a unique and immersive experience for fans.
A Nostalgic Journey Back to the 1980s
The packaging design of the limited-edition Chips Ahoy cookies is a nod to the 1980s, the era in which Stranger Things is set. The packaging features muted teal and burnt orange stripes, mimicking vintage snack trays, and glow-in-the-dark ink that brings the Upside Down's phosphorescent underbelly to life.
An AR Game for a Modern Twist
The collaboration doesn't stop at the packaging. An augmented reality (AR) game can be accessed via a QR code on the limited-edition Chips Ahoy packs. The game transports players into a 3D-rendered Hawkins, where they search for hidden cookie icons for real-life prizes. The AR game, live from August 11th, offers an engaging, immersive experience that transcends the traditional cookie-eating experience.
A New Flavor to Match the Mood
To complement the collaboration, Chips Ahoy has introduced a new flavor for the limited-edition cookies: a fruit-filled fudge cookie that mirrors the show's signature "Rifts." The new cookie flavor features a dense, fudgy chocolate layer with a vibrant red, strawberry-flavored filling. The blend of richness and brightness creates a sensation that reflects the series' mix of nostalgia and intrigue.
A Multi-dimensional Brand Partnership
The marketing strategy behind this collaboration is multi-dimensional. It harnesses fandom through interactivity, refreshes legacy products with bold twists, leverages nostalgia as narrative fuel, times releases to cultural moments, and embeds shareable moments. This approach creates memorable consumer interaction, drives purchase urgency, and enhances Chips Ahoy's cultural relevance.
A Limited-Time Offer
The limited-edition cookies will be available for a certain period, adding a sense of scarcity and urgency to the collaboration. The unique strawberry fruit filling inside a chocolate cookie also adds an unexpected twist, reinforcing the "new and unexpected" aspect Chips Ahoy aims to deliver with this collaboration.
Prizes to Win and Brag About
The campaign includes chances to win themed prizes like an Eddie Munson-inspired guitar, further encouraging engagement and brand loyalty. The collaboration has etched itself into the Stranger Things saga, inviting consumers inside the story one cookie at a time.
In conclusion, the Chips Ahoy and Stranger Things collaboration offers a blueprint for brands seeking to marry entertainment IP with product innovation. It provides a frictionless path from discovery to gameplay to purchase, uniting on-pack codes, a branded microsite, and retail availability across nationwide outlets. This partnership is more than just a limited-edition product; it's an invitation to join the Stranger Things universe, one bite at a time.
Fans of Stranger Things can now immerse themselves in the world of the hit series through a unique AR game available on the limited-edition Chips Ahoy packs, offering an entertaining and interactive experience beyond regular cookie eating. The new flavor of Chips Ahoy cookies, a fruit-filled fudge cookie, matches the nostalgic mood of Stranger Things, providing a tangible representation of the show's signature "Rifts."
