Netflix decided to build up a local campaign in Turkey, for its one of the most popular titles; Stranger Things. The challenge was, Stranger Things has so many cues that linked with American culture. Walkie-talkies, Eggo Waffles, BMX’s etc. But the Turkish audiences are not familiar with those cues that much.
Stranger Things has monsters in its core and Turkey has a well-known monster-hunter from early of the 80’s; Sadettin Teksoy. Sadettin Teksoy is an investigative journalist. So we built a story about these duo’s combination. Sadettin Teksoy went to Hawkins and investigated for Eleven’s dissapperance, Will’s situation, Demogorgon and the new monster; Shadow man.
We aired the film at the release day of Stranger Things 2. It made an enormous impact and spread in waves at social media channels. The film surprised everybody and won recognition. Stranger Things and Sadettin Teksoy hit the Google trends in Turkey and stayed at the top whole day! Teksoy’s return was reported as news by national newspapers, websites, technology and culture blogs even the prime news of TV channels.
As a result, Stranger Things 2 was announced with a local taste and Turkish people loved it.