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Coca Cola x Stranger Things Activation


  • Client: Coca Cola
  • Event Type: Pop Up Activation
  • Location: Brick Lane, London

The Brief

Our London Agency partners connect world-renowned brands with the best creatives in the industry so we were delighted to be asked to assist with creating the Netflix Stranger Things pop-up in Brick Lane. We were asked to provide 10 custom, fully wrapped arcade machines, to bring the infamous Hawkins Palace Arcade to life. We went for fun origional uprights and broken cabinets to add to the effect, as well as the famous Drgaons Lair of course!

The Details

On July 19th this year for one day only the Hawkins arcade would be brought to Shoreditch, London. Nostalgic video games were essential to creating this immersive experience, and faith was put in Arcade Direct to make it happen. As the event was sponsored by Coca Cola, and the brand is featured in the new series, their logo and colours needed to be subtly present.

Coca Cola stranger things arcade machines case study

The Challenges

Coca Cola wanted this to be a free event so we had to come up with a solution to ensure guests could progress through the pop-up quickly and efficiently whilst being limited to the number of plays so everyone could have a go! 

The machines had to be free to use, so rather than add extra expenses for the client having them altered, guests received Foamex tokens on arrival. These also had added value with sustainability, as these tokens were placed into a bespoke token holder to play the machines and recycled afterwards.

The Result

Coca Cola were delighted with the results of this event and tweeted us to say the wait time was a ‘draconian 2.5 hours” due to the popular demand of the event. Using our interactive kiosk, we also created a digital leaderboard for the iconic Dragons Lair machine and with a simple Google Sheet, we were able to provide this cost-effectively and efficiently.

We also created a similar Hawkins Palace Arcade when we supported the pop up in Topshop’s flagship Oxford Street store last year in aid of the branded clothing line launch. 

With Stranger Things becoming so popular we are sure this won’t be the last of this theme and we already have something exciting in the pipeline for later this year, so keep your yes peeled for updates on this!

If you’re a big Stranger Things fan and a lover of all things retro, you can read more on the Hawkins Arcade and the unique machines used on our partner brands site Arcade Direct.

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