Stranger Things Culture Campaign

When Netflix announced the final season of the hit show “Stranger Things” — set in the fictional town of Hawkins, Indiana — Purdue saw an opportunity for natural cultural alignment. The connection runs deeper than an on-screen reference to Purdue in its Season 3 opener; both the show and the university share roots in curiosity, courage and a distinctly midwestern sense of possibility. To harness that moment, we built an integrated campaign that transformed nostalgia into purposeful brand storytelling.
Rooted in 1980s-inspired design and timed to the show’s three-part finale release, the campaign positioned Purdue as a place where bold imagination meets real-world innovation. Creative leaned into retro aesthetics without veering into parody — delivering a capsule merchandise collection across accessible price points, cinematic social storytelling and high-visibility activation at the Indy Classic college basketball doubleheader in downtown Indianapolis.
We revived Purdue’s beloved hero spot, “A Great Adventure” to mirror the era’s tone and created storytelling that explored the real-world science behind concepts popularized in the show — reinforcing Purdue’s leadership in turning big ideas into tangible breakthroughs.
The strategy capitalized on nostalgia as both comfort and currency. For alumni, it evoked recognition and pride. For younger audiences, it offered discovery. Across generations, it reinforced Purdue’s identity as a place where extraordinary stories unfold.
Results demonstrated both reach and demand. The campaign generated 1.8 million organic reach and 2.8 million paid reach, alongside 95% positive or neutral sentiment. Merchandise partners reported selling through inventory faster than anticipated, citing strong demand that exceeded projections. In-venue storytelling reached more than 16,900 Indy Classic attendees.
By grounding itself in Indiana’s cultural footprint and executing with authenticity, the campaign enchanted loyal audiences while reinforcing Purdue’s enduring relevance across eras.