Kinder Joy cracked open. The Upside Down fell out. What came next was a 360 campaign across five cities, five formats, and one very cursed grandfather clock.

When Ferrero partnered with Netflix on Stranger Things, they needed more than a co-branded product. They needed a world. UNIT9 strategised, directed, and produced a full 360 campaign — mobile AR, FOOH, live experiential, and a permanent content hub — running from tease through launch through retention. One studio. Every activation.

WEB AR

INTERACTIVE

LDN

WEB AR

A web-based augmented reality game built around Vecna's grandfather clock. Mobile, instant, no download required. Players solved the puzzle, freed their favourite characters trapped inside, and unlocked exclusive FunkoPOP × Kinder Joy rewards.

FOOH

Five cities. Five eggs.

Giant Kinder Joy eggs dropped from the sky beside some of the world's most recognisable landmarks — Pisa, Berlin, London, Madrid, Hollywood — cracking open to release Stranger Things Funko POP! toys that took over the streets and turned everything Upside Down.

EXPERIENTIAL

[ EXP ]

/ ACTIVATION

LND

LUCCA COMICS & GAMES 2025

At Lucca Comics & Games 2025, UNIT9 built a telekinesis vending machine inside the Netflix booth. Fans channelled Eleven's powers to activate it and claim a limited-edition Kinder Joy egg. No buttons. No touchscreen. Just belief — and the right gesture.

FANDOM

Every activation needed somewhere to live beyond the moment. UNIT9 worked with Fandom.com to build a dedicated Kinder Joy × Stranger Things wiki — archiving the campaign, extending its reach, and giving fans a permanent corner of the internet to return to.

TEASE

LAUNCH

RESULTS

One campaign. Every format. Nowhere left uncovered.

From a mobile AR puzzle to a CGI city takeover to a live telekinesis machine — UNIT9 built a campaign that moved through screens, streets, and fan spaces without losing momentum. The kind of 360 work that doesn't just launch a partnership. It builds the culture around it.