Building Buzz for the Polaroid Stranger Things Special Edition Camera

Polaroid Journeys into the Upside Down

This summer, Netflix debuted the highly- anticipated third season of their hit show Stranger Things. To mark the occasion, R&J client Polaroid joined forces with the series to create a special edition analog instant camera to turn fans’ worlds upside down.

The R&J consumer marketing team was tasked with building buzz around the special edition camera and series-themed film ahead of the season’s debut on the Fourth of July. The Polaroid Originals OneStep 2: Stranger Things edition was announced using a media relations campaign targeting top media outlets in the lifestyle, tech, entertainment and photography spaces. News of the camera’s launch was picked up by Esquire, Yahoo!, Elite Daily, Peta Pixel, DPReview and Geek.com, among others, which have totaled in over 50 hits and nearly one billion impressions thus far.

Polaroid was one of several brand partners for season 3 of Stranger Things, which is set in the 1980s, creating a unique opportunity for the brand in tandem with the product launch. The retro camera and film were mentioned alongside additional partners, including other iconic brands such as Coca-Cola and Burger King, not only reinforcing Polaroid’s prominence back in the 80s, but also cementing its cultural relevance for a new generation.

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