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NETFLIX & MCDONALD'S. THE FINAL BATTLE.

Campaign. Last Season Stranger Things

The agency C&W, in collaboration with McDonald’s, has asked us to design and develop an ad hoc multiplayer videogame in a web-app format for the launch of the fifth and final season of the Netflix series Stranger Things.

In the game, the series’ protagonists must close a rift to the Upside Down that has opened inside a McDonald’s restaurant before the Demogorgon crosses through the portal.

To do so, each player must choose their favorite character from the series and obtain that character’s signature item. It won’t be easy, as they will encounter minor enemies along the way, but they will also collect a series of power-ups that will help them achieve their objective.

The videogame is accessed via a QR code and is accompanied by the launch of the Stranger Things Box, which includes a collection of character figurines available in McDonald’s restaurants across the Iberia market.

The gameplay and art direction capture the essence of the series through environments, characters, animations, and cinematics created in PixelArt and Arcade styles, also featuring references to 1980s role-playing games.

juego-strangerthings.mcdonalds.es
jogo-strangerthings.mcdonalds.pt

 

Technology stack:

  • Unity WebGL
  • Teachable Machine
  • TensorFlow


Development:

Several challenges were addressed in this project: 

  • Designing a cooperative gameplay that is simple enough to be multitarget, yet complex enough to ensure engaging playability. Each game session is different, and the experience encourages the development of strategies that improve performance from one round to the next.
  • Offline AI to recognize the character figurines distributed at McDonald’s restaurants and grant extra lives during the game.
  • A system that integrates real-time computer vision within the game to detect the six Stranger Things character figurines. It is based on Teachable Machine (a pre-trained image classification model) running in the browser with TensorFlow, without requiring an internet connection.

 

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