NETFLIX - SUMMER OF 85’ MIXTAPE
The brand
Originally launched as a mail-order DVD rental service, Netflix had, by the late 2010s, transformed into the dominant platform for on-demand feature film streaming. By 2017, it was also gaining recognition as a major producer of original series—shows like Ozark, Black Mirror, and The Crown were not only critically acclaimed but also deeply embedded in the cultural zeitgeist. That same year, Netflix made a bold bet on its future by investing $8 billion in original programming, with the goal of building a library where at least 50% of content would be its own intellectual property. Despite rising production costs, several high-profile flops, and growing competition, Netflix remained committed to differentiating itself by owning the content that kept subscribers engaged.
the brief
Netflix tapped Pandora’s Creative Labs to help launch the third season of Stranger Things, one of its most successful and culturally impactful original series to date. Already a full-blown phenomenon, the nostalgic sci-fi thriller had captivated audiences with its 1980s references, supernatural suspense, and breakout cast. With Season 3 on the horizon, Netflix aimed to build on the show’s cultural momentum—driving buzz, deepening fan engagement, and generating excitement in the lead-up to the premiere.
When this opportunity emerged, Stranger Things was at the height of its popularity—and Netflix was going all-in on the Season 3 launch. Major brand collaborations were already in motion with partners like Coca-Cola, Microsoft, and Nike, while editorial outlets and cultural commentators were fueling the hype across every platform imaginable. With fan attention already saturated by high-profile activations and organic community buzz, our challenge was clear: create a strategy that not only cut through the noise but offered a unique experience that felt both authentic to the Stranger Things universe and fresh to its devoted audience.
the challenge
the opportunity
Pandora had a unique opportunity to connect Stranger Things to fans through a lens no other partner could offer: music. But with a fanbase that spanned generations—from teens discovering the decade for the first time to adults who had lived through it—the challenge became how to create an audio-first experience that appealed across a wide spectrum of musical tastes and generational touchpoints. Done right, it could extend the world of Hawkins, Indiana into listeners’ daily lives—through headphones, car speakers, and smart devices—and make the Stranger Things universe something fans didn’t just watch, but lived.
The Insight
Fandom in popular music and entertainment has the power to bridge generations, creating shared emotional connections across age groups. But while fans crave deeper, more immersive ways to engage with the stories they love, those experiences are often limited—divided by cultural barriers, generational gaps, or simply out of reach for most. .
Our mission was to change this narrative. We set out to invite every fan, regardless of identity, into the world of Stranger Things through an experience they could access anytime, anywhere
the work
Stranger Things Summer of 85’ Mixtape was an immersive, music-driven experience that made the world of Stranger Things feel real, accessible, and personal—no matter the listener’s age, background, or level of fandom. We aimed to blur the lines between story and sound, using Pandora’s platform to transport fans into the show's universe through a custom station they could carry with them anywhere.
Our approach centered on emotional resonance, cultural relevance, and cross-generational appeal—ensuring the experience felt both familiar and fresh. We created a custom station that served as a virtual radio broadcast live from Hawkins, Indiana, the fictional town at the heart of Stranger Things. Designed as an immersive audio portal into the show's universe, the station was filled with in-world teasers, hidden Easter eggs, and music curated specifically for dedicated fans. The soundtrack spotlighted summer hits from 1985 alongside tracks that echoed the era’s sound, including chillwave, new indie dance, and other retro-inspired styles.
the outcome
This pitch marked Pandora’s internal agency’s first win with Netflix
16M impressions
Exceeded benchmark metrics by 150%