Netflix’s Stranger Things x Doritos:
Live from the Upside Down

WE TEAMED UP WITH NETFLIX’S STRANGER THINGS AND DORITOS TO LAUNCH "LIVE FROM THE UPSIDE DOWN" – A FIRST-OF-ITS-KIND VIRTUAL CONCERT EXPERIENCE FEATURING SOFT CELL, COREY HART, THE GO-GO'S, AND SPECIAL GUEST CHARLI XCX.

Overview

In celebration of Stranger Things season 4, Netflix and Doritos came to Observatory to help make “the greatest concert that never happened” a reality. We kicked off the #LiveFromTheUpsideDown campaign with a series of teasers on TikTok and Instagram, and nostalgic 30-second videos sharing the backstory behind Doritos Music Fest '86 and its epic lineup of '80s music icons. Directed by Hungry Man’s Dan Opsal, the greatest concert that never happened...finally happened.

Outcomes

The Doritos and Stranger Things partnership heightened the benchmark of what two iconic brands can accomplish when coming together. Integrating the Doritos bag into the experience, we turned engagement into sales and sales into engagement. We created an unreplicable experience by worldbuilding with fans, harnessing the superpowers of heritage and music. 

The partnership generated demand:

• +11% Doritos Sales Lift 

• +10% Doritos 3D Sales Lift

The partnership fired up fans: 

• 303.4 Million Views Across Owned Media

• 365K+ Concert Invite Scans – 18x the capacity of Madison Square Garden (one of the largest concert venues in the US)

• 22.5K+ YouTube Live Chat Messages (11 chats per second) – certified by YouTube as the most active live chat since Beyonce's Coachella live stream

• 7:01 Average View Duration – YouTube can't recall seeing a duration longer than this!

• 38% Above YouTube's Concurrent Viewers Benchmark for Live Streams

The press picked up the partnership: 

• 4.46 Billion Impressions

• 582 Earned Placements 

• #1 Share of Voice across ALL Stranger Things 4 Partnerships

As a result, the partnership helped Doritos capture a +1pt lift in market share, representing an annualized value of $45 Million (a herculean task given its leading position in the category).

Ultimately, season 4 of Stranger Things became a cultural phenomenon and the biggest streaming premiere, garnering 1.35 Billion hours viewed in the first 28 days, as well as Americans' Favorite TV show and Most-Streamed Program of 2022.