Why Netflix Turned London Into Hawkins for the Stranger Things Finale

Netflix went all-in for the final season of Stranger Things, bringing a piece of Hawkins to the streets of London, and it was as bold and surreal as you’d expect.

Across the city, fans spotted chilling installations, red lighting, wallpaper, and signage that felt ripped straight from the Upside Down. According to OOH reports, these eerie billboards and visual takeovers leaned into the show’s iconic aesthetic, with dim lighting, supernatural textures, and the classic red Stranger Things typography.

This wasn’t just about pretty ads. The campaign was about transformation: familiar London spots became portals into another world, blurring the line between fiction and reality. People walking past these installations started posting on social media, speculating what secrets the visuals were hiding, and whether they were clues to what’s coming in the finale.

What makes it smart marketing is that Netflix didn’t rely only on digital hype or traditional promos. They leaned into physical presence. In parallel, they announced two free fan screenings in London ahead of the global premiere, both happening at late-night times, adding to the show’s eerie energy.

It’s the kind of campaign that feels like a gift for superfans: immersive, mysterious, and deeply meaningful.

At a time when attention is the hardest thing to earn, this activation stands out. It reminded people why Stranger Things has always been more than a show, it’s an experience.

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