McDonald’s Brazil taps Stranger Things nostalgia for new campaign

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McDonald’s Brazil has launched a bold new campaign in collaboration with Netflix’s Stranger Things, blending ’80s nostalgia, immersive design, and digital interaction to create an experience that feels straight out of Hawkins, Indiana.

At the heart of the campaign is the Upside Down Combo, a limited-edition meal served in retro-styled packaging inspired by the show’s eerie parallel dimension. The combo features classic McDonald’s items with themed names and packaging, drawing in fans with a sense of mystery and throwback appeal.

What sets this apart is the integrated Stranger Menu app, built to resemble 1980s computer software. Users can explore easter eggs, decode hidden messages, and navigate the app through vintage-style pixel interfaces. The launch film also mimics VHS-quality ads, further deepening the retro storytelling.

This campaign continues McDonald’s Brazil’s trend of fan-first, entertainment-led marketing, previously seen in its Marvel and Pokémon tie-ups. The creative approach taps into the power of cultural nostalgia, making the experience feel like more than a fast-food promotion — it’s an event.

The partnership arrives just ahead of the final season of Stranger Things, likely aiming to rekindle excitement and drive engagement before the show’s conclusion. With immersive physical and digital experiences, McDonald’s is proving how brand collaborations can go beyond the product, capturing hearts — and screens.