Turning a collaboration into a cultural phenomenon
For Thorpe Park’s Fright Nights, Chupa Chups aimed to go far beyond a traditional brand activation. Instead, the brand chose to spotlight its limited-edition collaboration with Stranger Things.
However, the challenge was significant. The event already featured a wide range of experiences within a highly competitive environment. It was therefore essential to stand out and capture the attention of a demanding audience. Moreover, fans of the series are particularly detail-oriented.
As a result, the objective was not simply to distribute products. On the contrary, Chupa Chups sought to create a truly memorable moment. Through this approach, the activation was able to generate desirability and encourage long-term engagement.
The Stranger Things fandom is deeply rooted in a culture of references, nostalgia and authenticity. Every detail matters, and every nod is instantly recognised, discussed and shared. By recreating a world faithful to the series, Chupa Chups had the opportunity to spark a strong emotional response, turning visitors into spontaneous ambassadors for the experience, even before they crossed the threshold.
An immersive experience designed as a full-scale attraction
Rather than creating a traditional activation or a simple brand pop-up, the strategy took a different approach. The experience positioned itself as a must-see attraction within the park. As a result, it drew on 1980s nostalgia, immersive tactile gameplay and instantly recognisable visual cues. Thanks to these elements, it sparked curiosity, built anticipation and fuelled conversation, starting right from the queue.
From the moment they arrived, visitors stepped into an immersive recreation of the Byers’ house. The set featured the iconic wallpaper, series-accurate props and the famous alphabet lights. In addition, the interactive “Stranger Lights” challenge invited participants to collaborate actively. They worked together to solve puzzles and decode a flashing light sequence. Through this collective challenge, the activation strengthened engagement while enhancing its playful dimension.
A memorable and high-performing brand activation
Every detail of the experience was designed to evoke an iconic Stranger Things moment, from the bookcase to the vintage props, all the way through to the unmistakably eighties aesthetic. Outside, visitors were already photographing the installation before even discovering the concept, naturally fuelling word of mouth and social media buzz. Inside, the experience continued with Polaroid photo moments, tastings of the limited-edition flavours and a fully immersive sensory journey.
The success was both immediate and long-lasting. First, the activation was voted the best brand operation ever delivered at Thorpe Park. It was then consistently mentioned by visitors in post-event surveys, despite not appearing on the park’s official map.
As a result, this performance highlights a key insight. An authentic, immersive and culturally relevant experience can do far more than simple sampling. It turns product distribution into a lasting memory. It also sets a new benchmark for brand activation by N2O.
