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Netflix conducts Stranger Things campaign
Streaming video service Netflix has begun an out-of-home campaign in Toronto promoting its series Stranger Things. Developed by the company's in-house agency Fourth Wall and making use of media from Pattison Outdoor, the campaign will run until the first week of August. It consists of mock telephones incorporated into wrapped pillars. The phones ring every three minutes. Consumers who pick up the phones will hear a message about the series. The campaign is running at TTC stations including Don Mills, Downsview, Bay, Spadina and Finch.
"A telephone similar to the ones shown in Stranger Things and what many grew up with in the 1980s might seem very basic and pedestrian, but actually required a lot of current technology to get them operational on a pillar wrap in a short period of time,” said Dmitri Melamed, vice-president of production at Fourth Wall Media. "Getting these custom-built telephones up-and-running quickly to meet the needs of the campaign and to ensure these industrial grade receivers could communicate properly with our computers and without direct power for extended periods of time was paramount. Stranger Things extends beyond the bounds as a tribute to films of the 80s, so our execution needed to fit the theme."