To promote the launch of the Netlix original series' second season, we created a guerilla marketing campaign focused around Hawkins Lab, the fictional labratory from the show and source of the stories antagonist. The campaign was true to the shows nostalgia fueled 80's vibe, and included no digital media. Instead we launched a series of 80's inspired billboards and posters promoting Hawkins Power and Light, a subsidiary of Hawkins Lab. The ads included a 1-800 number which played a cryptic message from actor Paul Reiser, who plays the director of Hawkins Lab in season 2. Some lucky fans who left their mailing address were sent a kit of promotional materials from Hawkins Power and Light.
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