Stranger Things Season 4 was the most anticipated Netflix series yet, especially after such a long wait due to covid-related launch delays.. The series counts with one of the biggest and most engaged fandoms - the nerds. We had a big mission in hand: to keep up with their expectations,
We needed to create awareness for the mainstream audience, but at the same time we wanted to do something super fan-centric to keep the loyal fans excited. We had to reward them for patiently waiting 3 years for the new season and build even greater involvement with the story.

So, we surprised them with a beat during the broadcast of the finale of one of Brazil’s most watched TV programs. We aired the new season trailer adding something that might go unnoticed by most people, but was a huge deal for fans: a morse code message hidden in the Netflix watermark logo.

While the flickering Netflix logo on the upper corner may just have looked like part of the spot, it was actually a message straight from 1986 to Brazilian fans: "Nerds from Brazil: SOS. We need your hel...."

We turned the trailer into a new idea to generate awareness for the series, both for the mainstream audience and for fans. The huge organic repercussions proved that everyone got our message. Thousands of fans posted on their social media and the news broke into the main ad channels.

Results:
25M viewers
666K interactions