Nearly three years after the Season 3 finale, fans eagerly awaited the return of Stranger Things. In 24 hours leading to premiere, to activate media attention and fan-love around the globe, we launched a groundbreaking campaign by opening portals (rifts) to the show’s terrifying alternate dimension, the Upside Down, worldwide. To announce our global takeover, Netflix and Stranger Things’ posted cryptic coordinates on their social channels, inviting fans to decipher each portal location. Shared conversations determined these rifts would appear across fifteen iconic landmarks in fourteen countries the night before premiere. As rifts began opening up, Stranger Things fans everywhere buzzed with the impending return of this monstrous series. The global stunt reached a fever pitch in New York City, as Stranger Things talent visited the Empire State Building for the skyscraper’s official lighting ceremony. Later that evening, a rift cracked open on its iconic facade where fans everywhere were transported into the Upside Down and met the show’s new villain Vecna. For two hours, an original storyline was projected onto the 500 foot tall skyscraper and an immersive on-the-ground fan experience brought the city that never sleeps to a standstill. Transforming fifteen landmarks into gigantic projected rifts may be one of the largest ambient media creations ever attempted. All reveals took place the evening (local time) before the global release of Stranger Things Season 4. A highly motivated global fanbase assembled at each location due to the power of their own networks to drive awareness and attendance to these rift reveals. Viewing plazas/spaces were prepared the morning of each reveal as optimal viewing locations. The gigantic scale of each rift, along with the surprise reveal, practically guaranteed mind-blown emojis, massive earned media, and hundreds of millions of social impressions within the 24 hours leading to premiere. Press headlines blanketed the globe, generating over 190M organic impressions. And it made an impression on fans too: with over 110,000 viewers attending the stunts in person and 100M impressions in global influencer reach. Our campaign served as a springboard into the premiere, as Stranger Things 4 quickly became the most watched English language series ever on Netflix.