'Stranger Things' Fans Explore Hawkins With Microsoft Flight Simulator

Campaign Snapshot

▶Brand: Netflix, Microsoft Flight Simulator

▶Campaign Title: "Hawkins Heli-Tours"

▶Agency: Boo Agency

▶Production Partner: Spark Agency

▶Core Platforms: TikTok, Microsoft Flight Simulator

Hawkins, Indiana, is no longer just a figment of the "Stranger Things" imagination.

As the show approaches its final chapter, Microsoft Flight Simulator has turned its attention to the fictional town, giving fans a way to explore it rather than just watch it.

Working with Boo Agency and Netflix, the platform introduces a playable version of Hawkins designed for fans to explore. 

Instead of presenting the expansion as a game update, Boo wrapped it in a story.

Made with the Duffer Brothers and Microsoft Flight Simulator lead Jorg Neumann, the team framed the experience around a fictional helicopter tour company.

The campaign utilizes fan-favorite character Murray Bauman, voiced by Brett Gellman, as the mastermind behind a secret smuggling operation.

The expansion includes branded livery for the helicopters and five daring reconnaissance flight paths called “Murray’s Missions.”

Heli-Tours Bring Hawkins to Life

Directed by The Lynch Brothers, the hero film combines live-action set builds, in-game capture, and real helicopters to immerse viewers in a flight gone awry.

From a recreated agency office to CRT burn-in graphics and a grainy 4:3 aspect ratio, every frame evokes the 1980s aesthetic.

An original jingle written by Boo’s Iain Littlemore and produced with Netflix Music Labs makes the experience even more memorable. 

Fans following the campaign can call a local Indiana number to receive a code, unlocking a password-protected retro microsite and entry into a global sweepstakes for limited-edition merch.

Offline, the campaign moved beyond screens and into physical space with special brand activations.

Boo worked with Spark Agency to reimagine part of the Microsoft Experience Centre as a fictional Hawkins travel office.

Here, visitors could step inside the world through a helicopter simulator and uncover in-universe details woven into the environment.

A few blocks away, the Microsoft Cube in Times Square carried the story into the street.

The installation repurposed the structure’s three screens into a single oversized CRT-style display.

It looped fragmented Heli-Tours visuals designed to spark curiosity among the hundreds of thousands of pedestrians passing through daily.

The rollout was supported by lighter digital extensions aimed at fan participation.

Microsoft also used Bing to distribute downloadable imagery styled as postcards from Hawkins

Meanwhile, a TikTok presence encouraged fans to interact with the campaign’s retro jingle in their own voice.

The work debuted publicly at a small launch event in early December, after which the Experience Centre installation remained open through the holiday period.

What We Can Learn From Stranger Things Heli-Tours

Boo Agency is a strong example of an immersive brand marketing strategy and how to properly execute narrative-driven campaigns.

• Creating a digital twin can transform a fictional world into a platform for engagement and discovery.
• Experiential activations, from VR simulators to large-scale DOOH installations, deepen fan loyalty.
• Coordinating physical, digital, and social spaces ensures the story feels consistent and compelling.

Similar campaigns include Kinder Joy’s Stranger Things AR puzzle eggs, where the brand hosted a virtual egg hunt party for fans of the show. 

It's efforts like these that make the show beyond a viewing experience, and something the fans can actively participate in.

Malay Parekh, CEO of Unico Connect, tells DesignRush that experiences like this succeed because they leave room to grow as people engage with them.

“You can see how the experience is broken into parts that work together without being rigid. This gives teams flexibility to test ideas, release faster, and adjust based on real behavior.

It’s a practical way to build something immersive without overengineering it or losing momentum.”

Last year, Microsoft Flight Simulator passed 12 million players across PC and console platforms, reflecting a growing appetite for VR experiences.

Our Take: Is an AR Experience the Move? 

I like this because it doesn’t feel like it was made by a committee trying to please Netflix, gamers, and brand managers all at once.

It treats Hawkins like a place with history, not just a backdrop to sell another season.

And that "authentic" and earnest approach goes a long way.

Instead of yelling at fans to get excited, it invites them in and lets them poke, or rather, fly around.

That’s smarter, especially now, when people are tired of being marketed to but still hungry for something that feels real.

I’ve seen plenty of big IP campaigns try to buy emotional connection and fail. This one earns it by slowing down and trusting the audience.

In other news, DUDE Milan and Spotify recently created an OOH campaign that harped on the iconic music present within the Netflix hit. 

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