The One Show

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2023 One Show - Branded Entertainment

Live From The Upside Down

Agency Observatory + Frito-Lay + Netflix + Slap Global

Client Doritos + Netflix

Category

Brand Partnerships

Annual ID

OS23_BE094M

About the Work

Doritos partnered with Netflix's Stranger Things to create a first-of-its-kind virtual concert: "Live From The Upside Down." By turning a Doritos bag into the ticket for a 1986 music festival in the Upside Down, Doritos drove sales, increased market share, and contributed to the biggest Stranger Things season ever. Our goal was to keep Doritos relevant in pop culture while getting fans excited for Stranger Things 4. Both brands targeted a younger generation hungry for new things, and the partnership delivered by igniting nostalgia for '80s music. We marketed it like any other concert, from the mythology of the Doritos Music Fest '86 to artist promos, press interviews, line-up posters, exclusive merch, and digital integrations. The 30-minute live stream featured iconic '80s hits and Stranger Things special effects, making it appear like the bands were playing LIVE from the Upside Down. Integrating the Doritos bag into the experience, we turned engagement into sales and sales into engagement. Doritos saw a sales lift of 11% and 10% in Doritos and Doritos 3D, respectively. Fans were fully engaged with 303.4 MILLION VIEWS across owned media, 365K+ concert invite scans (18x the capacity of Madison Square Garden), 22.5K+ YouTube Live chat messages (11 chats per second), and an unprecedented average view duration of 7:01. All of which exceeded benchmarks and records set by pure entertainment events. The press also took note garnering 4.46 BILLION IMPRESSIONS and 582 earned placements, making it the #1 SHARE OF VOICE across ALL Stranger Things 4 partnerships. The partnership also helped Doritos capture a +1pt lift in market share, with an annualized value of $45 million, a feat that was not easy considering their market share. Moreover, Stranger Things season 4 became a cultural phenomenon, garnering 1.35 billion hours viewed in the first 28 days, as well as Americans' Favorite TV show and Most-Streamed Program of 2022. Ultimately, the collaboration heightened the benchmark of what two iconic brands can accomplish and demonstrated how heritage, music, and world-building with fans could create a truly unforgettable experience that drives engagement, sales, and cultural impact.

2023 Awards

Total Points: 3

Merit

Credits

Agency

Observatory
Slap Global

PR / Marketing Agency

Ketchum

Client / Brand

Frito-Lay
Netflix

Production Company

Hungry Man

Media Distribution Company

OMD

Art Director

Anthony Williams

Chief Creative Officer

Linda Knight

Creative Director

Ben Majoy
Stevie Laux

Designer

Luisa Lacsamana

Director

Dan Opsal

Director of Photography

Caleb Heymann

Associate Creative Director

Christian Silva
Schuyler Hunt

Associate Producer

Cassie Underwood

Creative Chairman

Gerry Graf
Maxi Itzkoff

Head of Production

Omar Bustos

Assistant Engineer

Matthew Conzelmann

Associate Manager, Brand Comms

Lindsey Smith

Brand Director

Amanda Santana
Keemya Najmi

Brand/Client

Netflix Marketing Partnerships

CCO

Javier Garcia
Juan Ignacio Etchanique
Rafael Santamarina

Chief Executive Officer & Founder

Jae Goodman

Color Finishing

Company3

CSO

Carolina Bruzzone

Director, Creative Services & Marketing Communications

Julie (Reizes) Baritz

Director, External Comms

Ashley Capps

DTC E-commerce

Christie Clark
Lauren Whyte
Rebecca Carls

ECD

Auber Romero
Breno Costa
Dario Porterie

Global Account Director

Ana Bogni
Nestor Ferreyro

Head of 3D

Julien Lambert

Head of Brand Team

Caroline Doyle

Head of Integrated Media

Lucia Parodi

Head of Music & Entertainment

Emma Quigley

Marketing Analyst

Joseph Rickert

Marketing director

Briana Soria

Marketing manager

Katherine Guarino

Marketing Senior Vice President

Stacy Taffet

Music

Kyle Dixon
Michael Stein

Music Agency

Shakermaker

Post Production Supervisor

Franchesca McDowell

President

Brendan Shields-Shimizu

Production Designer

Zach Matthews

Senior Brand Manager

Lauren Creed

Senior Colorist

Tyler Roth

Senior marketing Director

Caio Correa

Social Media Analyst

Carson Bursey

Sound Design & Mix

Lime Studios

Sound engineer

Dave Wagg

Visual Effects Company

Mathematic

Visual Effects Producer

Gouna Logan

Visual Effects Supervisor

Eliza Randall

VP, Music & Entertainment

Michael Monahan

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