Kinder Joy x Stranger Things AR Egg Hunt

Objective

Immerse Stranger Things fans in an entertainment-driven brand experience to strengthen Kinder Joy's position in pop culture marketing. The campaign aimed to drive consumer engagement, repeat purchases, and brand affinity by transforming passive viewers into active participants across multiple touchpoints.

Solution

UNIT9 created a 360° integrated campaign spanning WebAR, out-of-home film, live activation, and digital community. The core mechanic was a mobile WebAR puzzle hidden within Kinder Joy packaging: scanning QR codes inside eggs unlocked a Vecna-themed challenge where players solved puzzles, rescued trapped Stranger Things characters, and earned digital rewards. Five FOOH films in London, Hollywood, Pisa, Berlin, and Madrid transformed iconic landmarks into the Upside Down with giant cracking Kinder Joy eggs revealing Funko POP! collectibles. A interactive telekinesis vending machine at Lucca Comics & Games 2025 let attendees physically 'use their powers' to win limited-edition eggs. A dedicated Fandom.com hub served as an always-on digital destination for campaign updates, behind-the-scenes content, and fan community engagement. Collectible product packaging featured Stranger Things iconography.

Results

Thousands of attendees lined up at the telekinesis vending machine during Lucca Comics & Games 2025, making it one of the event's most talked-about activations. No official engagement metrics, conversion rates, or sales figures were disclosed in available sources.