Description
As Stranger Things built anticipation for its final season, Netflix partnered with Instamart to turn fandom into participation. We gave fans a way to join the final battle of Hawkins, by giving them the telekinetic powers of the main character - Eleven! Introducing InstaStrange - a first-of-its-kind in-app experience that let users shop on Instamart, with the power in their hands. An exclusive merch store within the app delivered fandom merch and battle essentials in minutes, making everyday shopping a supernatural act. The partnership extended into culture through a creator-led brand film that fused Stranger Things with India’s viral meme 'brainrot' ecosystem, driving massive organic engagement. We also took the store on-ground with a larger-that-life Stranger Things themed telekinesis shopping experience. By embedding storytelling into a high-frequency platform, InstaStrange transformed a utility app into an immersive fan experience prepping millions of fans to join the final battle.
