Upside Down AR Game
Chips Ahoy!
Campaign Objective
To engage Gen Z via QR-enabled AR gaming, linking the cookie product to a Stranger Things-themed interactive experience.
Campaign Story
In Aug 2025, Nabisco released Chips Ahoy’s Upside Down limited-edition cookies tied to Netflix’s Stranger Things. Each pack included a QR code. When scanned, it opened a Snapchat AR game where users “entered” the Upside Down to hunt virtual cookies across scenes. Completing game levels entered players into a sweepstakes for exclusive Stranger Things merch.
Execution
Launch Upside Down limited-edition cookie with printed QR code on package
Users scan QR code to open a Snapchat AR game set in the Stranger Things Upside Down
Players collect AR cookies in-game and enter to win special merch.
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