Stranger Things Soundtrack

Stranger Things Soundtrack

Stranger Things Soundtrack

Tapping into Stranger Things Season 5: Driving Streams for Moby’s “When It’s Cold I’d Like to Die” 🫣

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Views

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UGC

What We Did

What We Did

We came on board to hijack the cultural surge surrounding Stranger Things Season 5, to spotlight an emotional soundtrack moment and drive fresh attention and streaming for Moby’s “When It’s Cold I’d Like to Die.”


We tapped directly into the core sentiment of the track - sadness, loss, speculation - and merged it with one of the most discussed fan topics: who will survive the new season.

Interactive Filters

Custom-made interactive filters that bring your product, film, or song to life - gamified, shareable, and built to connect with customers and fans through the trends driving social culture.

Stratergy

Stratergy

Creating a Custom TikTok filter

Creating a Custom TikTok filter

To activate this moment and involve fans at scale, we built an in-house interactive TikTok filter titled “Who Will You Save?”. Users tilt their head left or right to choose between iconic Stranger Things characters, narrowing down to one final character they choose to save.


This encouraged emotional decision-making tied to the song and gave users a reason to replay the experience, trying out different outcomes. It also sparked fandom debates and drove conversation around the track.

To activate this moment and involve fans at scale, we built an in-house interactive TikTok filter titled “Who Will You Save?”. Users tilt their head left or right to choose between iconic Stranger Things characters, narrowing down to one final character they choose to save.


This encouraged emotional decision-making tied to the song and gave users a reason to replay the experience, trying out different outcomes. It also sparked fandom debates and drove conversation around the track.

And the Results?

And the Results?

And the Results?

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Videos

Videos

Filter

Filter

Trends

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UGC

Sparked huge fandom debate with 2K+ uses and 650K+ views in week one.

The campaign accumulated 650,000+ views in its first week alone, with strong organic traction driven by fan behaviour rather than forced promotion. The choosing characters theme created heavy debate in the comments, shareable and repeatable moments, fandom threads and discussions! This contributed to an increase of 136k+ new creations on the sound, and 2.1k videos using the filter.

The campaign accumulated 650,000+ views in its first week alone, with strong organic traction driven by fan behaviour rather than forced promotion. The choosing characters theme created heavy debate in the comments, shareable and repeatable moments, fandom threads and discussions! This contributed to an increase of 136k+ new creations on the sound, and 2.1k videos using the filter.

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Ready to see results in 24 hours?

Let’s talk about your next campaign - and how we can move culture together.

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Ready to see results in 24 hours?

Let’s talk about your next campaign - and how we can move culture together.

Let's talk

Ready to see results in 24 hours?

Let’s talk about your next campaign - and how we can move culture together.

Let's talk