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 end-to-end by UNIT9, bringing the cult series into the real world through digital, experiential, and film activations.
The campaign transforms Stranger Things lore into a multi-platform adventure for fans to discover, play, and share worldwide – fusing storytelling, interactivity, and collectible culture in true UNIT9 style.
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.”
“Seeing the combined power of Kinder Joy, Stranger Things, and Funko Pop! fandoms was incredible,” commented Stefano Marrone, Creative Strategist and Partner at UNIT9. “The interaction between the vending machine, AR experience, and FOOH films created a multi-layered journey for fans – something only possible through a partner like Kinder and UNIT9’s creative ecosystem.”
“This is one of the most ambitious crossovers Kinder Joy has ever embarked upon,” said Iacopo Biondi, Kinder Joy Global Marketing Manager. “By collaborating with UNIT9, Netflix and Funko POP!, we’ve been able to unlock Stranger Things for fans everywhere – not just as viewers, but as collectors and participants.”
The campaign achieved millions of organic views and widespread social buzz – particularly around the live activation at Lucca Comics & Games, where thousands of fans queued to experience the telekinetic vending machine and win limited-edition toys, including members of the Stranger Things cast themselves.
