Xbox X Stranger Things 4: Immersive Rift Activation

In May 2022, I contributed to the success of an interactive activation at LA Live that brought the world of Stranger Things to life in partnership with Netflix and Xbox. The event, held on May 26 and 27, centered around an immersive experience where a radioactive rift had opened, and Hawkins National Laboratory recruited brave attendees to "prove their power" by attempting to close it. Guests who participated left with exciting rewards, including exclusive merch, Xbox Game Passes, Netflix gift cards, and a limited-edition console.

My role involved overseeing on-site content capture and social media amplification to showcase the activation’s energy and engagement. I focused on capturing high-quality photography and videos that highlighted key elements, from the dramatic set design of the rift to guest interactions and prize giveaways. These visuals were optimized for social media platforms to bring the activation to life for online audiences. By documenting authentic, dynamic moments, I ensured the event's immersive nature and the excitement of attendees were conveyed effectively across digital channels.

In addition to photography, I crafted and posted real-time updates on social media, leveraging the Stranger Things fandom to generate buzz. Using strategic hashtags and engaging captions, I encouraged participation and reshared user-generated content that showcased attendee experiences. This approach not only amplified the activation’s reach but also reinforced its interactive and rewarding aspects, aligning perfectly with the show’s themes. The campaign successfully captured the attention of fans both on-site and online, demonstrating the power of combining experiential marketing with impactful content creation.