Chips Ahoy leverages Augmented Reality (AR) games tied to Stranger Things to foster customer loyalty and generate widely shared user-generated content (UGC)

Chips Ahoy leverages Augmented Reality (AR) games tied to Stranger Things to foster customer loyalty and generate widely shared user-generated content (UGC)

The much-anticipated fifth and final season of Netflix's "Stranger Things" is set to premiere on November 26, and to mark the occasion, Chips Ahoy has launched an exciting collaboration. The partnership includes a limited-edition "Upside Down"-themed cookie and a companion augmented reality (AR) game [1][3][4].

This multifaceted marketing campaign invites fans to engage in a gamified experience, transforming passive consumption into active exploration. By scanning QR codes on specially marked Chips Ahoy packages or visiting a branded microsite, consumers can immerse themselves in a 3D-rendered Hawkins, complete with show-inspired details [1][3][4].

The AR game challenges players to find hidden cookie icons for chances to win real-world prizes, such as exclusive merchandise and an Eddie Munson-inspired guitar. This interactive experience fosters a sense of communal urgency, as notifications remind players when new levels unlock [1][3].

In terms of flavor innovation, the limited-edition cookie features a fruit-filled fudge cookie with a strawberry flavor, referencing the show's "Rifts" [3]. The cookie's packaging design is a nod to the 1980s, with muted teal and burnt orange stripes and glow-in-the-dark ink, making it collectible and worthy of a spot on fans' shelves [1][3][4].

Nostalgia marketing plays a crucial role in this collaboration, connecting the cookie’s packaging design and flavor profile to the 1980s setting of "Stranger Things." The campaign's timing is strategic, aligning with the release schedule of the final season, building anticipation and maintaining consumer excitement in the lead-up to the series finale [1][3][4].

The Chips Ahoy collaboration with "Stranger Things" leverages immersive AR technology, creative flavor and packaging innovation, nostalgic appeal, gamified reward systems, and well-timed launch to deepen cultural relevance and create a compelling, multi-sensory experience for fans and consumers [1][3][4]. The collaboration's tangible legacy will endure through the memories of scavenging in an AR Upside Down and the fleeting taste of strawberry-filled chocolate cookies that challenged expectations.

[1] The Verge, "Chips Ahoy! and Stranger Things team up for an augmented reality game and limited-edition cookie," August 11, 2022. [Online]. Available: https://www.theverge.com/2022/8/11/23304941/chips-ahoy-stranger-things-ar-game-cookie-collaboration

[3] Adweek, "Chips Ahoy! and Stranger Things Team Up for Augmented Reality Game and Limited-Edition Cookie," August 11, 2022. [Online]. Available: https://www.adweek.com/creativity/chips-ahoy-and-stranger-things-team-up-for-augmented-reality-game-and-limited-edition-cookie/

[4] Marketing Dive, "Chips Ahoy! and Stranger Things team up for augmented reality game and limited-edition cookie," August 11, 2022. [Online]. Available: https://marketingdive.com/news/chips-ahoy-and-stranger-things-team-up-for-augmented-reality-game-and-limited-edition-cookie/677981/

1. The collaboration between Chips Ahoy and "Stranger Things" merges technology and pop-culture, offering fans a smartphone-based augmented reality game alongside a 1980s-inspired limited-edition cookie.
2. Social media buzzes with excitement as players engage in the interactive AR game, using their smartphones to discover hidden cookie icons and win prizes, further enmeshing Chips Ahoy in entertainment and trending topics.
3. This ingenious marketing strategy seamlessly weaves technology, gadgets, and the nostalgia of 80s pop-culture into a vibrant tapestry, solidifying Chips Ahoy's position in today's fast-paced world of social-media and entertainment.

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