11 Supernatural Ways 'Stranger Things' Has Turned Marketing Upside DownThe Netflix show has managed to engage audiences far beyond their TV screens.

小时候在80年代长大的——我是体育ms and Swatch watch as I navigated the neighborhood on my BMX Mongoose -- I fell forStranger Thingswithin the first few minutes of episode one. The phenomenon that is nowStranger Thingscouldn't be better timed for us marketers. With season two now watched by over16 million fans, thefranchisehas successfully merged modern-daymarketingwith a simplicity that made the '80s a decade as endearing as Eggo waffles.

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So, let's tune in to this curated list of 11 (obviously!) waysStranger Thingshas made us marketers re-think how to engage audiences:

1. Say goodbye to the generational gap.

The show has bridged the generational gap in ways most brands can't crack.Stranger Thingshas those of us who grew up in the '80s seated right besidemillennialsand centennials as we binge watch and then regroup to discuss.Stranger Thingstaps into cultural nostalgia to multiple generations, creating a new form of connective tissue thatisn't just for "80's nerds."

2.Be proactively reactive.

WhenE.T.came out in 1982, Reese's Pieces got an unexpected, extraterrestrial plug. But, since social media didn't exist back then, thebrandhad no choice but to sit back and ride the wave. On the flip side, whenStranger Thingsgave Eggo a majorfree plugduring this year's Super Bowl, rather than just take the mention, Eggo was smart enough tojump into the conversationand, even more proactively, created a new conversation by launching clever tactics of its own, such as aspoiler-alert pop-up blockerand aninteractive microsite.

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3.Think "open API."

Similar to how the tech space created an open API for developers,Stranger Thingshas opened the gate for brands to jump on the bandwagon. While there's a clear difference between licensed partnerships and simple content references, many brands were able to harness the buzz leading up to season two to create new relevancy -- from fast casual restaurant chains likePanda Expresstouting a supernatural kind of love for orange chicken to canine influencer Doug the Pug launchingStranger Pugs 2. The moral here is to always think open.

4.Working together wins.

Traditionally, the legal department is the Demogorgon to marketers; we think press and they think protect. Netflix, which airsStranger Things, proved legal and marketing can work together to build earned buzz when its legal team issued a super creativecease and desist letterasking a Chicago bar to shut down an unauthorized pop-up using references from the show. It's a great lesson in how brands can work across departments to carry forth a master narrative.

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5.Customize your curation.

With data driving how we customize everything from content to experiences, simple curation is no longer enough. With the launch ofStranger Thingsseason two,Spotifygave consumers that chance by pairing their taste in music with their favoriteStranger Thingscharacter to deliver curated playlists. As marketers, we must continue to look for innovative ways to personalize experiences and create activations that are highly shareable.

6.Virtual reality is reality.

Trendingtechnologyallows a brand to bring consumers from the outside in (or, in this case, the upside down) and it is a sure-fire way to generate earned conversations.Stranger Thingslaunched a 360-degree虚拟reality videothat boasts over 2 million views. It allows viewers to put themselves into one of the show's most famous sets. Lesson learned here is that not all VR/AR experiences need to be expensive (fans can access this content using something as simple asGoogle Cardboard).

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7.Gamification is gold.

Stranger Thingshas also integrated gamification and gaming tactics to plus-up its cool factor and embed the unexpected into fan interactions. Tactics such as thehidden Easter eggthat turns a Netflix user's page upside down complement a digital activation the brand did with livestreaming siteTwitchand adownloadable video game. We live in a culture that is all about collecting points, topping the leaderboard and earning badges. Brands that look to gamify their narrative will win, especially with coveted millennials.

8.Take experiential to the next level.

Stranger Thingsturned on-demand transport into a full-blown experience during Comic-Con this fall when it took over the streets of New York City. Attendees could hail free rides inparanormal pedicabsdriven by lookalikes of fan favorite Dustin Henderson, who handed outStranger Thingsswag. To garner press around the activation, a fleet of drive-bys took place outside of theTodayshow andGood Morning America, something we always advise our clients to do to maximize ROI on stunt spends.

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9.Out-do your out-of-home.

Out-of-home executions are a great way to garner media buzz.Stranger Thingscreated amysteriously placed billboardfor Hawkins Power & Light around New York and Los Angeles, and made it interactive with a working 1-800 number. Callers initially heard menu prompts and on-hold music -- which gave way to theStranger Thingstheme and clues about season two. Surprise and delight out-of-home executions are a fantastic alternative channel to consider when you don't have above-the-line dollars to spend.

10.欢迎页arallel story lines.

While hidden camera stunts aren'tentirely new, theStranger Thingsteam took advantage of consumers' thirst for more intel by creating a YouTube playlist calledHawkins Monitored. This playlist allows viewers to spy on Hawkins residents using hidden cameras that reveal deeper insight into their favorite characters. Brands that look beyond linear storytelling and parallel story lines can forge even deeper connections and build long-term loyalty with their audiences.

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11.Make the end your next beginning.

While you want to leave brand fans clamoring for more, don't lose sight of the fact that we live in a binge-watching world. Feed your targets' want for bonuses and added value by thinking through your content strategy before you begin creating.Beyond Stranger Thingsoffers fans the opportunity to further explore the show via compelling commentary from the show's director, actors and creators, the Duffer brothers. After all, if you're not looped into the story behind the story these days, do you really know much at all?

Sure, the '80s were a much simpler time. Brands didn't need to consider a relentlessly evolving digital landscape, social influencers or the fact that every consumer with a smartphone can be a creator in his or her own right. In the '80s, on-demand culture meant Domino's pizza was delivered within an hour or it was free. And our experience economy was hitting the roller rink or arcade. But, as complicated as marketing is to navigate today,Stranger Thingshas proven that sometimes looking back (or upside down) can make a big difference when it comes to nailing a narrative that consumers care about.

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