UNIT9 Delivers AR Adventure and Cinematic OOH for Kinder Joy, Stranger Things, Funko POP!
Ferrero’s Kinder Joy has partnered with Netflix’s Stranger Things and Funko POP! for a global 360° campaign, produced by UNIT9, that brings the cult series into the real world through digital, experiential, and film activations.
The campaign brings together Stranger Things lore with Kinder Joy experience and FunkoPOP! collectibles, creating a brand experience that fans can discover, play, and share worldwide.
The campaign features:
- Mobile WebAR puzzle adventure – Hidden inside every Kinder Joy egg, a QR code unlocks a Stranger Things challenge based on Vecna’s grandfather clock. Fans solve puzzles to free trapped characters and collect digital rewards.
- Five global FOOH films – Iconic landmarks in London, Hollywood, Pisa, Berlin, and Madrid are transformed into the “Upside Down” as giant Kinder Joy eggs crash into each city and crack open to reveal FunkoPOP! Stranger Things toys.
- Interactive telekinesis vending machine – At Lucca Comics & Games 2025, fans could “use their powers” to win limited-edition Kinder Joy eggs in a live theatrical activation, set within the ever so famous Netflix pavilion
- Dedicated Kinder Joy x Stranger Things x Funko POP! hub on Fandom.com – An always-on digital destination that extended the campaign beyond launch and deepened its connection with the global fan community.
“This campaign set out to do more than advertise a globally renowned chocolate product – it was about building a set of experiences, in true Stranger Things style, that fans could truly take part in,” said Manuela Mesrie, Executive Producer at UNIT9. “From AR to live activations, every element was designed to invite audiences into the story in playful, unexpected ways.”
“This collaboration marks a significant milestone for Kinder Joy,” said Iacopo Biondi, Kinder Joy Global Marketing Manager. “Working closely with Netflix and Funko POP!, and thanks to UNIT9’s expertise, we’re bringing the world of Stranger Things to Kinder fans in a new way—inviting them to engage not only as viewers, but by living a true 360° digital and physical experience, in a world of excitement, mystery, friendship bonds and teamwork.”
The Kinder Joy x Stranger Things x Funko POP! campaign showcases UNIT9’s creative and production expertise across digital, experiential, and film, delivering a cohesive global activation designed to spark excitement across audiences of all ages.
