Brand Integration · 10-Day Campaign
With the release of Stranger Things 5: Tales of '85, Netflix needed more than a marketing push — they needed presence on the platform where their audience spends real time. Roblox.
The window was 10 days: long enough to make a campaign feel substantial, short enough that every minute of player time had to count. The challenge wasn't just to drop a logo into a game. It was to translate the world, the tone, and the unmistakable atmosphere of Stranger Things into something Roblox players would actually want to play — and finish.
We led the creative direction, the experience design, and the live operations across the entire campaign window — from concept through launch through end-of-window data delivery to Netflix's marketing team.
A custom branded environment, scripted set-pieces, original challenges, and IP-faithful character integrations — engineered to feel like Stranger Things, not like an ad pretending to be Stranger Things.
"Inftech turned a 10-day window into a brand moment — the kind of integration that doesn't feel like a campaign, it feels like a place fans showed up to be apart of."
We worked directly with Netflix's brand team and the Stranger Things show creatives to lock visual language, character licenses, and the must-have story beats. Reference packs, environment moodboards, and lore alignment came first — before a single asset was modeled.
Brand integrations live or die on whether players actually finish them. We built a 12-minute story-driven loop with three branching paths, calibrated for Roblox's median session length and reward-pacing expectations.
Once live, we ran daily ops: player sentiment monitoring, hot-fixes, server scaling, and a real-time metrics feed back to Netflix's campaign team. No fire-and-forget — we operated this like the campaign it was.