Baskin-Robbins: Operation Scoop Snoop

Objective

Baskin-Robbins partnered with Netflix to extend engagement around Stranger Things Season 3, leveraging the show's popularity and 1980s setting to drive brand affinity and sales. The campaign aimed to create a unique branded experience that merged pop culture fandom with in-store foot traffic and online community participation.

Solution

Operation Scoop Snoop was a 10-day alternate reality game (July 4-14, 2019) that required players to use only 1985-era technology to participate. The gameplay loop began with a TV commercial directing players to call a phone number, then visit Baskin-Robbins stores where they found Morse code clues on ice cream packaging. These codes led to an SSH server connection (custom-built for the game) that hosted an ASCII-rendered interface with spy-themed missions and cryptic challenges. A chatbot character, SHPION7, guided players. The narrative included over 160 pages of Netflix-approved storyline. Players collaborated on Discord and Reddit to solve puzzles collectively. The campaign was complemented by a physical Scoops Ahoy pop-up shop in Burbank, California, and a branded ice cream truck at multiple fan events, serving limited-edition flavors tied to the show.

Results

The campaign generated 4 billion earned impressions and delivered an 11% nationwide sales lift for Baskin-Robbins.