When it comes to creative marketing, Doritos has proved that the past can be the most powerful tool for the present. In collaboration with Netflix’s Stranger Things for its final season, the iconic snack brand launched a full-blown retro telethon – complete with celebrity cameos, 80s visuals, and a real 1-855-4-HAWKINS hotline fans can actually call.
This campaign is more than a fun throwback; it’s a lesson in how brands can build emotional connections, extend reach, and turn fandom into engagement through the power of cross-promotion.
Nostalgia That Feels Fresh
Dubbed the “Doritos Telethon for Hawkins,” the campaign channels the golden age of late-night TV, featuring pop culture favorites like ALF and Paula Abdul. It’s a perfect bridge between generations – tapping into the nostalgia that Stranger Things fans already love, while giving them something new to interact with.
Fans can call the hotline, hunt for hidden Easter eggs, and leave messages that appear across social media and billboards. Every detail feels intentional – from the old-school graphics to the multi-platform rollout – reminding us that nostalgia works best when it’s immersive, not just aesthetic.
When Pop Culture and Product Collide
Doritos didn’t just align with Stranger Things – they became part of its universe. The campaign seamlessly connects entertainment with brand storytelling, launching limited-edition flavors like Collisions Stranger Pizza x Cool Ranch and Doritos Minis Glow in the Dark Spicy Sweet Chili. It’s smart, shoppable, and story-driven – a true integration of culture and commerce.
PR Takeaways: What Brands Can Learn
- Tap into emotion, not just attention. Nostalgia creates emotional familiarity and builds trust by reminding people of shared memories and good times
- Collaborate where your audience already lives. Doritos didn’t just advertise around Stranger Things – they wove themselves into the narrative.
- Think cross-platform. From physical packaging to social feeds, Doritos built a full-circle fan experience that feels immersive and fun.
- Make it interactive. Campaigns that invite participation, like calling a hotline, are more memorable and turn viewers into fans and fans into advocates.
The Bottom Line
In an era where audiences crave connection over content, Doritos’ telethon proves that storytelling still wins. By merging nostalgia, pop culture, and interactivity, they turned a snack into an experience, and a show promotion into a cultural event.
Cross-promotion done right doesn’t just sell – it connects. At GYC Vegas, we help brands create those same connection-driven moments. Every company has a story to tell – and we’re passionate about helping businesses get recognized. Fill out our quick questionnaire and let’s get your story discovered.