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.

Stranger Broadcast consists of 1 hour of exclusive content with: a full Stranger Things episode; commercials that explained what Netflix is and how to sign up; fake products commercials related to the series; a News Special that used decades-old news footage to connect The ChupaCabra Myth with Demogorgon – the Stranger Things Monster — to make this Stranger News even more real, we brought back Marília Gabriela, the original journalist from the old program SBT Reporter, wearing the same clothes she wore when she broadcast this story, seamlessly merging her original dialog with new material; and 17 easter eggs inspired by the 1980's decade, like a Karate Kid movie quote and a tribute to the iconic scene of E.T. The Extraterrestrial.

By taking over a free-to-air TV channel, we introduced Netflix to millions, 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.

Some results:

- 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.

- 741 Million social media impressions.

Stranger Broadcast is a representation of what would Netflix have been like in the 1980’s. The one hour of exclusive content includes the first episode of Stranger Things season 2, a mix of real old news around the Chupa-Cabras and funny commercials related to Netflix and the series. All content was broadcasted on SBT network, the 2nd biggest free-to-air channel in Brazil. By taking over a TV Channel for 1 hour, we gave millions of people a taste of Netflix and, for the 1st time ever, saw a streaming platform lead the national TV ratings.

It all started in a strange way: we only leaked the title "Stranger Broadcast" into the television program guide and let media and fans talk about it. With all the secrecy around the stunt, huge speculation occurred. Three days after, we started a massive media strategy: a conversation between brands on Twitter, with Netflix and SBT interacting like friends; Instagram and Facebook teasers; 30" and 15" TV commercials; and merchandising on major SBT shows, which got people everywhere pumped up about the stunt. Finally on launch day, the Stranger Broadcast reached SBT's audience through TV and live streaming on Facebook and Youtube through a 1 hour content with: 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.

Stranger Things Season 1 captivated audiences around the globe with an original story, characters and set of visuals that were at once incredibly fresh and yet hauntingly familiar. Since in Brazil the huge majority still prefer to watch free-to-air TV and don't know what Netflix is, our challenge was take advantage of the quality of the show to introduce the streaming platform to millions, bringing new members and promoting awareness of Stranger Things Season 2 launch locally.