Chips Ahoy is diving into the “Stranger Things” multiverse just in time for the show’s final season by launching an augmented reality (AR) game hidden within its cookie packaging. Starting August 11, fans who scan on-pack QR codes or visit a dedicated microsite can unlock a digital Upside Down, where they search for virtual cookies and vie for real-world swag. Prizes include merch exclusive to the experience—like a “Stranger Things” guitar inspired by Eddie Munson—as well as the promise of ‘80s nostalgia done cookie-style.
The brand is feeding the fandom with more than just pixels—there’s a themed cookie on deck too. The limited-edition treat blends a chocolate base, fudge chips, and a bold red strawberry filling—the first fruit flavor for the brand—and comes dressed in show-inspired packaging that glows in the dark (because, of course it does). In a nod to the show’s 1980s setting, retro-style packs of Original Chips Ahoy are coming back too, giving Gen X snack fans a tasty throwback.
This marks yet another big brand betting on Netflix originals for engagement. “Stranger Things” has clocked over 140 million global views for season four, and with season five rolling out across three premiere dates, Chips Ahoy has timed its campaign to catch the hype wave. With only the first 1,500 fans able to pre-order the limited cookie via microsite, appetite for the collaboration is expected to be high—and not just for the sugar content.
Full story at Marketing Dive.