Stranger Things AR lens

In 2017, Snapchat, Netflix, Shazam, and SpecialGuest collaborated to create the Stranger Things augmented reality (AR) lens, allowing fans of the show to be immersed in the universe.

After Season 1, the Netflix show Stranger Things became one of the most-anticipated shows of the year. Its fan base grew quickly—so what better way to promote Season 2 of the show than by inviting that fan base to be in the show? Interactive Snapchat lens and filters turned fans into the infamous Eleven and allowed them to explore the Byers’ living room by walking through a portal to the Upside Down.

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SpecialGuest knew that bringing the world to life would be the best way to hype up the fans and Snapchat users. A QR code was created with Shazam that granted access to the Snapchat portal lens, or users could unlock it by using the Shazam function within Snapchat when the Stranger Things theme song played. Snapchat’s AR lens would display a door for users open to the Byers’ living room in the Upside Down, with the creepy Christmas lights and all. 

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SpecialGuest made the lens accessible for all users regardless of their type of smartphone. Users without an iPhone 6S or above could instead apply a filter  to see the Byers’ living room—they just couldn’t open the portral door. Everyone had access to the Eleven filter, making fans look like Eleven in her most powerful moments, nosebleed and all!

The campaign not only earned collaborators media recognition but also saw engagement skyrocket, ultimately growing people’s intent to watch the show’s second season: It reached 35 percent of Snapchat’s global in-market audience, and the average Snapchatter played with the Stranger Things lens for 24 seconds.