Stranger Things: Cultural Impact

By Sabrina Pineda

Since its premiere in 2016, Stranger Things has established itself as one of the greatest phenomena of contemporary entertainment, created by the Duffer brothers. The series combines science fiction, horror, adventure and a deeply nostalgic aesthetic of the 80s.

However, its relevance goes far beyond entertainment. It is incredible how an simple TV Show can influence and have such an impact on popular culture, connect emotionally with different generations and become a powerful global marketing tool.

One of the pillars of Stranger Things' social success is nostalgia. Its setting in the 80s reflected in music, fashion, technology and cinematographic references that awaken memories in those who lived that decade, while offering new generations an experience.

The power of the series also lies in its ability to create community. Millions of followers around the world participate in forums, social networks, and conventions. This phenomenon demonstrates how Stranger Things transcends the screen and integrates into the daily lives of viewers, generating social bonds through digital culture. Stranger Things also cemented the trend of mixing genres and paying homage to classics. Each season includes nods to films such as E.T., The Goonies, Alien, Stand by Me and Firestarter, integrating a culture of homage that has become distinctive in today's fiction.

Netflix and the producers of the series implemented an exemplary marketing strategy, based on three axes: nostalgia, immersion and collaboration. The commercial scope was enormous. According to data from CBS News and The Hollywood Reporter, more than 40 million households watched the third season in its opening weekend, and more than 100 brands appeared on screen or participated in associated campaigns. The equivalent advertising value of those appearances was estimated at more than $15 million during the first few days of release alone.

Here are some of the global companies that have officially collaborated with Stranger Things, integrating the series into their advertising strategies:

• Coca-Cola revived its failed 1985 New Coke in 2019, coinciding with the premiere of the third season. The drink, which appears in scenes from the series, was re-released in a limited edition, transforming a historical mistake into a nostalgic success.

• Burger King presented the Upside Down Whopper, a hamburger served literally upside down, available only in eleven locations a nod to the character Eleven the campaign quickly went viral.

• Nike launched the Hawkins High collection, featuring sneakers inspired by the school of the fictional town in the series. The limited editions sold out in hours.

• H&M and Levi's launched clothing lines with retro character-inspired aesthetics, while Lego designed a collectible set that recreates the Byers' house and the Upside Down.

• Domino's Pizza, meanwhile, created an augmented reality app that allowed you to "order pizza with your mind," simulating Eleven's powers.

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Likewise, the series generated an extensive catalog of official merchandising, video games, collectible figures and international collaborations, consolidating Stranger Things as one of Netflix's most profitable franchises.

Stranger Things proves that the power of a series does not depend solely on its story, but on its ability to connect emotionally, inspire creatively and generate shared experiences. Its social, cultural and commercial influence illustrates how contemporary entertainment can become a common language between generations, and a driver of innovation for brands and the audiovisual industry.

In short, Stranger Things not only changed the way we watch television, it changed the way television talks to society and the market. Stranger Things is much more than a show about monsters and children with powers, it's a masterclass in how entertainment can influence fashion, music, advertising, and global conversation.