A 1 hour taster of Netflix was created as if the streaming platform had been turned into a free-to-air TV channel from the 1980s — which is when Stranger Things takes place — and broadcast on Brazil's 2nd biggest network SBT, the one with best affinity with our target audience. During the Stranger Broadcast, the whole country could watch an entire episode of the series, plus 10' minutes of specially created content for the stunt.

It all started in a strange way: we leaked the title "Stranger Broadcast" into SBT's programme guide, and let media and fans talk about it. Due to the total secrecy around the stunt, huge speculation surrounded it. Three days after the leak, our media strategy began on Twitter, Instagram, Facebook and TV, through commercials and merchandising on major SBT shows. This created huge excitement about the stunt.

On D-day, the Stranger Broadcast reached SBT's audience through a one-hour content package on TV, and live streaming on Facebook and YouTube. This included a full Stranger Things episode; commercials that explained what Netflix is and how to sign up; fake products commercials related to the series; and a News Special that used decades-old news footage to connect the Chupacabra myth with the Stranger Things’ monster.

One day after, Netflix uploaded a 10' version of the stunt on YouTube.

By taking over a free-to-air TV channel, we introduced Netflix to millions of people, helped Stranger Things become the most watched Netflix series by Brazilian families in 2017, and converted new members to the modern way of watching TV.

Results include:

· For the 1st time in the World, a streaming platform led the national TV ratings.

· Two different hashtags reached the global trending topics on Twitter.

· On Google, Netflix-related searches surpassed Stranger Things Season 2 launch day.

· Created 741 Million social media impressions.