3. Campaign Touchpoints
• Sponsored Social
• Experiental Dungeons and Dragons Game
• Youtube Ads (Pre-Roll)
• Net
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ix Ads (CTV/FEP)
• OOH Ads
• Website
4. Sponsored Social
Barnes and Noble will post a semi-cryptic message via all social media accounts referencing
Stranger Things to drive people to visit the physical store to try to crack the code.
5. Sponsored Social Message
Epic quests with epic champions and epic monsters too
Roll the dice, take a chance, see what’s in store for you
Up is down and down is up
Everything is strange
Grab your friends, come with us
We’ve got the world to save
6. Experiential Dungeons and Dragons Game
Barnes and Noble will feature a Dungeons and Dragons
Stranger Things Edition with a QR code in their board
game section that directs the user to the Stranger Things
homepage. After scrolling through the website, it will
provide a voucher for two for a free long distance trip
across America via Amtrak.
The Stranger Things themed Amtrak train will host D&D:
Stranger Things games with professional D&D masters
for passengers to play while embarking on their trip.
At the destination, passengers will receive exclusive
Stranger Things paraphernalia.
7. Youtube Ads (Pre-Roll)
Short animated clips that depict real life heroic
feats done by kids. Users will then be able to
click a link that will take them to the website.
8. Netflix Ads (CTV/FEP)
Similar to the Youtube Ads, the user will be shown
ads of incredible kids doing heroic things while
watching Net
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ix on their smart TV or tablet.
The user then can click a link directing them to the
website.
9. OOH Subway Ads
Portraits of real kids from the past and
present who have done extraordinary
heroic deeds.
The ad will have their picture, name and
short copy of what they did. Overall
aesthetic would be like a Stranger Things
poster.
10. OOH Subway Ads
QR code will then redirect viewers to
the website for further explanation
on their feats.
11. Website
The website Stranger Things Than Fiction will feature stories of real life kids who have done
awesome, heroic deeds. Users will then be able to click each story which will then navigate
them to a page where they can watch full length videos that recreate what the individuals
have done and their impact. There will also be links to any charitable organizations or
crowdfunding websites that an individual may belong to.
13. Official Website
ONBOARDING PAGE 1
This page shows the various true heroic deeds
accomplished by real life kids.
The video stills will be rotating automatically
with related copy and link. The user also has
the option of clicking the arrows to get
through the stills faster or to their desired
still.
Animation
1. A pop-up menu to input secret Amtrak
code will appear when “code” is clicked
2. Users will be directed to a separate Amtrak
website to redeem free trip vouchers.
14. Official Website
CONTENT PAGE 2
This page shows the speci
fi
c heroic kid
that was clicked on on the onboarding
page.
This page has the kid’s portrait, copy on
what makes them heroic, a video and
the opportunity to donate to a charity
they are associated with.
15. Conclusion
Summary: Raise awareness to the new Stranger
Things season with a series of print and media
ads along with an experiential D&D game.
Drive viewers to the Stranger Things Than
Fiction website showcasing real-life, heroic kids.
Sponsored Social Experiential D&D Game
Net
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ix Ads (CTV/FEP)
Youtube Ads
OOH Ads
Website
