Stranger Things takes over Poblacion in Netflix and GIGIL bar crawl activation

When the final season of Stranger Things arrived, the fictional town of Hawkins did not just return to screens – it appeared in the streets of Manila.

Instead of competing with the seasonal rush of shopping malls, Netflix and independent agency GIGIL chose to bring the series directly into the city’s nightlife scene. The campaign transformed Poblacion – one of Manila’s most popular party districts – into an immersive bar crawl inspired by the show’s most memorable moments from the past decade.

Five bars in the neighbourhood were redesigned as detailed environments representing each season of the series. Fans moved from venue to venue, exploring different storylines while ordering themed drinks, taking photos within the recreated sets, and encountering characters from the show – including its main antagonist, Vecna.

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The format allowed visitors to experience the narrative world of Hawkins across multiple stops, turning a typical night out into an interactive brand experience tied to the show’s cultural legacy.

The activation generated more than one million engagements and 50.4 million organic views, while the series held the top spot on Netflix’s local charts for six consecutive weeks.

The campaign was developed by GIGIL, with chief creative officers Badong Abesamis and Herbert Hernandez leading the creative direction, while managing partner Jake Yrastorza oversaw the project. Associate creative directors Alvin Adriano and Greggy Gregorio worked alongside creative director Leslie Cua on the campaign.

On the client side, Stef Pajarito, country head of marketing at Netflix, oversaw the campaign alongside marketing production manager Nina Mendoza and film and series marketing coordinator Hanz Laron.

Production was supported by a network of partners including Moss Design House, DOBB Inc., Artillerie, PRPL Studio, Garahe Trese and Raca Etnikolour, with documentation handled by Prime Productions.

By placing the experience in the middle of a nightlife district rather than a conventional retail setting, the activation reframed the way entertainment launches can engage audiences – blending fan culture, nightlife, and experiential marketing into a campaign designed to be shared both on the ground and across social platforms.

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