- Roblox, a global gaming platform with more than 90 million users, is offering virtual items based on Netflix's sci-fi series "Stranger Things," whose third season premieres on July 4, according to a company announcement.
- Players can unlock limited-edition virtual items by solving riddles and puzzles within the gaming platform and across social media. They also can use the free items for their Roblox avatar, including a Scoops Ahoy hat and the Demogorgon mask inspired by the show's monster.
- The first two "Stranger Things" items are free to download through July 12. Four additional items can be unlocked by playing on Roblox, with puzzle clues posted on the gaming platform's Facebook, Twitter and Instagram pages. The codes are redeemable at Roblox's website for a limited time.
Roblox is the latest company to introduce a promotional tie-in with "Stranger Things," seeking to appeal to younger viewers of the hit show's audience. By letting players unlock virtual items inspired by the popular show, Roblox can engage its existing group of 95 million users with fresh content and possibly reach a new audience that hasn't yet tried out the platform.
Gaming content has become an increasingly popular way to immerse audiences in a branded experience, with 69% of U.S. consumers saying they would rather give up social media apps or TV than lose their favorite mobile games, per a recent survey.
Merchandise tie-ins with "Stranger Things" are a creative way for brands to benefit from the hype around the show's upcoming third season. Major League Baseball, whose attendance has declined to a 16-year low this year, is hosting "Stranger Things" events among almost two dozen teams in an effort to appeal to kids and teens who rely on smartphones for social interaction and media consumption.
About 75 brands have struck deals with Netflix for promotional tie-ins and merchandising with the show, The New York Times reported. Most notably, Coca-Cola will resurrect New Coke as part of a tie-in with the show. Burger King has teamed up with Netflix on the "Upside Down Whopper" while Baskin-Robbins plans to sell two ice cream flavors inspired by the show. Nike and H&M also designed apparel inspired by the show.