Netflix show Stranger Things brought the Upside Down to Asda to celebrate the series’ first partnership with the supermarket’s fashion brand George.

The immersive ‘Upside Down’ experience, which launched as the record-breaking Stranger Things Season 4 hit UK screens, was created by events and experiential agency Hyphen.

The experiential activation took over Asda’s Milton Keynes store, bringing iconic themes and scenes from the show to life, via an upside-down effect photo experience installation.

A carefully curated selection of Stranger Things props added to the experience, with consumers encouraged to share their photos on social media, using the #NetflixandGeorge and #StrangerThings hashtags.

READ MORE: Netflix toys with public in new Stranger Things OOH stunt

Over 900 customers took part in the experience and more than 600 unique photo moments were captured across 16 hours, with fans sharing their Hawkins-themed experiences across Facebook, Instagram and Twitter.

“We recognise the importance of connecting with and rewarding shoppers in unique and memorable ways through in-store experiences, particularly following the pandemic,” said Asda’s brand presentation specialist Jessica Guest, who praised Hyphen for “surprising and delighting shoppers in an experiential-led way”.

Hyphen’s account director Nicola French said: “We’ve supported Asda on a number of exciting activations in recent years, and the upside-down launch was no exception.

“Our core aim was to create in-store and social buzz, excitement and awareness of George’s new partnership with Netflix, specifically as the latest season of the hit show, Stranger Things launched in the UK.

“Our creative ideation and high-quality production achieved this and more.”

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