Sensoriality in the Upside Down

In the contemporary advertising and entertainment landscape, creating deeply immersive and engaging experiences is crucial. This research explores the integration of sensoriality, spatiality and cross-mediality in the marketing campaigns of the Netflix series 'Stranger Things'. The rapid evolution of digital marketing has led to increasingly sophisticated advertising strategies, making it crucial to understand how these campaigns engage audiences on multiple sensory levels. This study aims to answer the research question of how immersive advertising can blur the boundaries between reality and fiction to create deeply immersive experiences. The central research question guiding this investigation is, "How is sensoriality constructed through cross-mediality and spatiality in Stranger Things advertising?" To answer this question, the study examines four main campaigns: 'Stranger Things: The Experience', 'Lyft Partnership - Strange Mode', the 2022 Out-of-Home (OOH) campaign and the 'Global Rift Takeover' campaign. Each campaign is analysed through a qualitative lens, employing visual analysis and sensory ethnography to capture the intricate ways in which these marketing strategies engage the senses and create a cohesive narrative experience. The results reveal that these campaigns effectively utilise sensory and spatial elements to evoke 80s nostalgia, create immersive environments and blur the line between reality and fiction. The use of neon lights, 80s music and themed foods such as Eggo waffles and Scoops Ahoy ice cream, along with the detailed recreation of iconic locations from the series, help create a deeply immersive and emotionally resonant experience for the audience. The research concludes that integrating sensory and spatial elements into cross-media campaigns significantly increases audience engagement, turning passive viewers into active participants. This study contributes to the broader field of media and creative industries by highlighting the importance of multisensory and spatial strategies in contemporary advertising. It suggests that future campaigns should continue to explore these elements to create more engaging and memorable experiences.