Stranger Things turns marketing Upside Down in the UK with Hawkins radio pop-up
Netflix has certainly turned creative heads with its recent series showcases, and the pressure was on for the latest series of Stranger Things to raise the bar.
The streaming giant opted to turn the capital’s Christmas into an ‘80s small-town radio promo via an activation that brings Hawkins’ WSQK “The Squawk” to life as a real station and touring pop-up.
WSQK will be broadcasting ‘80s tunes day and night until 1 January via Global Player and smart speakers, inviting fans to “play The Squawk” like they’re tuning into a show from another dimension.
The action is IRL, too, of course. A branded WSQK van, decked out in Stranger Things livery, is also hitting Manchester, Liverpool and Brighton with live broadcasts and merch drops, turning the UK into an extended Hawkins high street for anyone still emotionally recovering from season four.
The wider London takeover includes an Upside Down Christmas tree and distorted OOH that makes billboards look like they’ve been dragged through a portal.
It’s all classic Netflix in 2025: a year that saw this 3 Body Problem activation and this stunning Wednesday stunt.
Turning Hawkins’ background radio station into a real thing is a neat twist on the usual IP pop-up café.
The experiential moment taps into the current appetite for “in-world” storytelling, while giving Netflix its own seasonal soundtrack that can help the series live on in your headphones.
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