Digital Marketing Asia 2024 Singapore
marketing interactive Digital Marketing Asia Singapore 2024 Digital Marketing Asia Singapore 2024
Netflix takes over KL with the Upside Down in Strangers Things 4 promo

Netflix takes over KL with the Upside Down in Strangers Things 4 promo

share on

Netflix blurred the line between reality and fiction by bringing the Upside Down from Stranger Things to the heart of Kuala Lumpur. As part of the #BalikKeTerbalik experience, the dark forces from the Upside Down "threatened" to take over KL Tower and Kwai Chai Hong.

KL Tower served as a canvas for the Upside Down upon sundown with a projection show teasing scenes from the third and fourth seasons, before the Rift cracked open and unleashed the monstrosities that had been lying in wait in the Upside Down.

kl tower stranger things

In addition to the projection shows, there were also photo opportunities on the lawn of KL Tower. At the foot of the tower, a Stranger Things 4 sign greeted fans with vibrant neon lights before they continued past the tower to a recreation of the mysterious Creel House, completed with true-to-series props and the house's ominous grandfather clock.

netflix stranger things 4 kl tower 04 01364 photo by all is amazingnetflix stranger things 4 kl tower 04 00997 photo by all is amazing

At the end of the Creel House, Vecna appeared — the monster of Season Four — alongside the Mind Flayer and the Demogorgon. The gateway to the Upside Down at KL Tower was open to the public from 27 to 29 May, with the projection show playing in 30-minute intervals between 8 pm and 12 am.

Meanwhile, just a few kilometres away was a mural installation at Kwai Chai Hong which has been sectioned into different "rooms" inspired by key moments from the past seasons. By nightfall, the Upside Down becomes apparent as the mirror dimension's monsters such as the Demogorgon, Mind Flayer and Vecna light up.

Created by Malacca-born artist Amir Andhar, the mural took over a month to complete and was developed in three stages to mimic scenes from the fourth season where a rift grows on the building and gradually spreads out from the Creel House clock.

netflixstrangerthings4 03 09462 photobyallisamazingnetflixstrangerthings4 03 09701 photobyallisamazing

Additionally, the usual lighting along the heritage alley of Kwai Chai Hong has been replaced by the Byers' iconic alphabet Christmas lights. This OOH activation runs until 12 June. 

Separately, Malaysians got to #BalikKeTerbalik and celebrate the Hari Raya festivities with Instagram Story stickers created by Penang-based illustrator Lyn-Hui Ong. In 2019, Ong was the only Malaysian illustrator handpicked among 18 artists around the world as part of Netflix’s #StrangerRewind project where artists were tasked with reimagining episodes from the first two seasons of Stranger Things in their own particular styles. The winning artwork Ong created was the Trick or Treat, Freak poster that was inspired by Episode 2 of Season 2.

netflix stranger things gifs

Aside from the KL Tower, check out these other landmarks globally that served as a canvas for the Upside Down:

1. Empire State Building in New York City

netflix empire state building

2. Bondi Beach in Australia

netflix bondi beach in australia

3. Duomo Square in Milan

netflix duomo square milan

4. The Gateway of India in Mumbai

netflix gateway of india

5. Wawel Castle in Krakow in Poland

netflix wawel castle in krakow poland

6. Telefónica building, Gran Vía 28 in Madrid

netflix telefonica building in madrid spain

Photo courtesy: Aquabumps

Related articles:
Netflix axes 150 staff, cuts contractor roles in social and publishing
Netflix axes Tudum content marketing staff as part of marketing restructure
Opinion: Why Netflix's push into ad subscription alone won't solve its issues
Netflix mulls ad-supported plans: Why embracing ads is inevitable for OTT players
Let's say Netflix wants to air your brand's dirty laundry. Now what?

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window