McDonald’s taps into 1980s nostalgia with Netflix’s Stranger Things immersive campaign
To celebrate the launch of the final season of Stranger Things on Netflix, McDonald’s is unveiling a new campaign designed to transport fans straight to Hawkins, or rather, to an upside down version of Hawkins, where everything feels familiar but comes with a Méqui sized craving.
The campaign created by GALERIA.ag hits the screens as a Stranger Things menu arrives in restaurants across Brazil.
“This collab between McDonald’s and Netflix for Stranger Things goes way beyond a simple partnership - it’s two universes coming together that people already have a real emotional connection with,” says Ilca Sierra, Marketing Director for the Brazil Division at Arcos Dorados.
“Méqui has always been part of the conversations that count, whether on social media or in everyday life, and bringing that same warmth and nostalgia to a cultural hit like Stranger Things is really special. We blended flavour, 80s vibes and the atmosphere that defined a generation to create an experience that speaks straight to fans. It just proves that watching the show always feels more complete with Méqui.”
The campaign kicks off with a stunt where every McDonald’s sign in Brazil and in select countries across Latin America starts flickering, in a nod to the opening of the film, which feels like a “lost episode” of Stranger Things.
It also unfolds inside a restaurant where classic arcade machines wrap around the ordering kiosks. The brand’s flagship in São Paulo has also been completely taken over by the Upside Down.
In digital, there are interactive experiences such as the McDonald’s app “Retrospective,” which analyses your behaviour and reveals what kind of adventurer you would be in the Stranger Things universe.
“This campaign works so well because it brings together two worlds that are already part of people’s everyday lives. When we realised that Méqui and Stranger Things share the same emotional territory, we understood we weren’t just making a film - we were building an experience that unfolds on every front,” says Rodrigo Marangoni, Executive Creative Director at GALERIA.ag.
“The magic happens when the story jumps off the screen and shows up in the restaurant, in the app, at the drive-thru, in delivery, on social media and in every sign people see along the way. Our role was to keep that energy flowing through every touchpoint, creating a kind of portal where nostalgia, food and imagination meet and amplify each other.”
“That’s the moment a campaign stops being just a campaign and starts becoming culture. We had McDonald’s signs flickering across different regions of Brazil, restaurants bringing in arcade machines so people could place their orders, our flagship wrapped in an immersive experience inspired by the series, and some amazing new product innovations to top it all off.”
The campaign will air nationwide on broadcast and cable TV, with extensions into OOH and across all of Méqui’s digital channels.
Starting 25th November, the full Stranger Things line-up will be available at all McDonald’s restaurants in Brazil via the Méqui app using order and pick up, McDelivery, drive-thru, self-ordering kiosks or at the front counter. McDonald’s has also partnered exclusively with iFood to offer free delivery on Stranger Things McOferta orders.
2025 RTIH INNOVATION AWARDS
Immersive experiences were a key focus area at the 2025 RTIH Innovation Awards.
We received a record number of entries and many fantastic examples of the continued resilience and dynamism of the retail space during hugely challenging times.
For a full rundown of all of the shortlisted entries, click here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC in Central London on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
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