Netflix turns commute into the upside down with Stranger Things

Netflix has once again demonstrated the power of experiential marketing by executing a dramatic “bus shelter takeover” to promote its latest content, turning a routine public space into an unmissable, immersive fan experience. The campaign successfully converts the traditional OOH poster format into a living, breathing set piece that instantly generates buzz. 

The campaign’s success lies in its choice of media: transforming an entire bus shelter into the environment of the Upside Down, specifically featuring the iconic monsters from Stranger Things season 5. This approach ensures the activation is not merely viewed by passers-by, but is actively experienced and photographed by commuters.

As the industry often notes, winning in OOH requires creative execution that breaks the mold. This shelter takeover does exactly that, trading static visuals for volumetric, high-detail integration that directly references the show’s lore. The presence of the Demogorgons towering over the shelter creates a startling and highly engaging surprise. 

By co-opting a functional public space and infusing it with a cinematic atmosphere, Netflix has created a scroll-stopping moment. This campaign reinforces the value of OOH when used as an experiential platform, generating organic social media shares and achieving a level of engagement and memorability far beyond that of a traditional printed advertisement. The consensus is clear: when you bring the spectacle directly to the street, you win.