In Stranger Things 3, bad boy-turned-hero Steve Harrington works at fictional ice cream parlor Scoops Ahoy. Actual ice cream chain Baskin-Robbins decided to bring the shop to life and serve cold treats.
Baskin-Robbins and its agency of record, Atlanta-based 22squared, partnered with Netflix to open Scoops Ahoy, to give Stranger Things fans a place to explore and interact with a piece of the show. Netflix first reached out to Baskin-Robbins over LinkedIn, and asked the chain to pitch ideas to them.
A total of five elements were developed for this campaign. First, the shop had to be built. On 2 July, a Baskin-Robbins store in Burbank, California and another in Toronto uncovered a facelift. From the sign out front, to the bow booth inside, to the smallest details on the menus, every piece was made to look and feel like the fictional 1985 store, including uniforms for employees. The shops will remain open for two weeks as Scoop Ahoy.
A 15-second commercial was made to promote USS Butterscotch, a limited-time offer flavor being sold in Baskin-Robbins stores nationwide. The Baskin-Robbins R&D team took the flavor name from the show and created the flavor.
The Scoops-Ahoy ice cream yacht was then built, and manned by Scoops Ahoy employees, who gave out free USS Butterscotch ice cream at select California locations. The campaign utilized social media to get the word out.
Production Company: Missing Pieces
Experiential Director: Mike Woods