The Stranger Things pop culture phenomenon is blowing up—and it’s not just happening organically. The marketing for the show’s season 2 release pulled out all the stops in a cross-platform, multi-experiential strategy, one that transcends the content’s original medium and finds a home in the musically referential.
Stranger Things, a Netflix original miniseries created by the Duffer Brothers, was first released in June 2016 to critical acclaim. Set in the 1980s in the fictional town of Hawkins, Indiana, the show’s first season focuses on the disappearance of a young boy and how his childhood friends and family work to rescue him from a terrifying alternate reality, which is described by the children as “the upside down.”…