In a move blending nostalgia, immersive tech and pop culture fandom, Chips Ahoy is launching an augmented reality (AR) cookie hunt in collaboration with Stranger Things, ahead of the show’s final season. With QR-activated Upside Down adventures, glow-in-the-dark packaging and strawberry-filled cookies, the snack brand is pushing into phygital experiences designed to drive attention, engagement and trial.
According to McKinsey, immersive experiences can drive up to a 25% increase in consumer engagement when tied to culturally relevant properties. This campaign positions Chips Ahoy within a growing cohort of FMCG brands tapping into fandoms and digital layers to refresh relevance.
✅ Pros: Strategic Gains for Both Sides
IP Power: Stranger Things continues to be a juggernaut, drawing 140 million global viewers last season. Chips Ahoy benefits from access to a highly engaged global fanbase.
Innovation in Pack and Product: A first-ever strawberry-filled cookie, glow-in-the-dark packaging and retro 1980s pack reissues help the brand break through on-shelf and online.
Digital Interactivity: The browser-based AR game adds a sticky, replayable layer to the promotion - no app download needed.
⚠️ Cons: Potential Shortfalls
Shelf-Life of Relevance: With Stranger Things ending, the long-term equity gain for Chips Ahoy may be limited.
Limited Access: Early release (only 1,500 pre-orders) could frustrate some fans and curtail broader impact.
Overreliance on IP: Leaning too hard on entertainment properties can dilute brand distinctiveness if not balanced with ownable storytelling.
💡 Opportunities for Brands
Phygital Play: Combining real-world products with immersive digital touchpoints is becoming table stakes. FMCG brands should test browser-based AR, which offers lower friction than apps.
Nostalgia-Driven Innovation: Reviving past pack designs (in this case, 1980s) creates emotional resonance, especially with Gen X and Millennial parents.
Fan-Centric Mechanics: Gaming, QR interactions and exclusive rewards (like the Stranger Things guitar) foster deeper community engagement.
🧱 Challenges Ahead
Measurement Complexity: Gauging ROI from immersive experiences remains difficult, especially if sales data isn’t tied directly to the digital activations.
Content Saturation: With multiple brands partnering with the same IP, differentiation becomes harder. Chips Ahoy must work to stand out even within the Stranger Things universe.
Sustainability Questions: Novel packaging (glow-in-the-dark, multi-layered) may conflict with growing consumer expectations around eco-conscious products.
🔑 Key Takeouts
Chips Ahoy is leveraging Stranger Things for cultural capital and product innovation.
The campaign smartly blends nostalgia, novelty and interactivity.
Brand-IP partnerships work best when the product, pack and experience all align.
AR is increasingly being used in accessible, browser-based formats that remove friction.
🧭 Next Steps for Brand Marketers
Experiment with Browser-Based AR: Brands can test lightweight digital layers without heavy tech investment.
Design for Fandoms: Tapping into communities that already gather around shared stories (like Stranger Things) can amplify reach and resonance.
Audit IP Dependency: Ensure collaborations build brand equity - not just halo effect. Create your own narratives alongside licensed ones.
Revisit Your Archives: Legacy assets like vintage packaging or flavours can be reimagined for modern cultural moments.