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Stranger Things, which is a Netflix worldwide hit, has begun promoting its fifth and final season in an extravagant manner by hosting a special global fan event that directly involves the bikes which are one of the main features of the show. “One Last Ride” is the name of the event, and it will literally take place on bikes. It will be a group ride with an invitation to 1980s style costumes and cosplays as a tribute to the characters and the aesthetics of the series.
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The announcement was made in a video post by Netflix that was quite nostalgic and emphasized the bicycles’ importance in the story arc. It is a very touching montage, reminding the viewers that the bikes were not just a mode of transportation for the Hawkins kids; rather, every adventure was done through it // from going to the Wheeler’s basement for Dungeons & Dragons sessions to even the perilous trip into the Upside Down. The message is pretty clear and striking: the bikes were always the ones who took the core group of friends back together, and now they will take the audience to the end of the story. The call to action for the fans is to “grab Milwaukee Talkies,” flashlights, and their friends for this last shared experience en route to Season 5.
Fans’ instant and very strong mixed reactions of excitement and sadness were the very first thing the announcement got. Several comments beautifully captured the bittersweet feeling that the end of a long-lasting cultural icon brings about. Amongst other things, one of the users expressed the whole audience’s impatience by saying, “Aaahhhhhhhh can’t wait anymore 😍😍😍,” thereby indicating that a very high level of anticipation has been built waiting for new episodes. Another person’s reply was, at the same time, a reference to the role- playing of the show, “We ride at dawn get the walki talkis ready to stay in touch as we brace ourselves for this last venture forth into the upside down🥺🤧❤️🖤🚲.” This kind of comments demonstrates how much the fans have incorporated the show’s language and props, and they are more than willing to relive the fantasy one last time.
On the other hand, there were some negative reactions. A lot of the comments expressed the deep loss that the fans felt and the fact that they were not ready for the series to end. One user simply but aptly said “Not ready for our final bike ride” while another one stated “Excited but sad it’s ending-” which reverberates the former sentiment. This mixture of feelings – joy for the new episodes and sorrow to leave – is a clear sign of the strong relationship the show has created with the audience throughout the years. The announcement also caused the global fan base to bring up some practical issues. A fan from abroad asked, “Where did Toronto go?” suggesting if the event will be in their city, which indicates how great the global appeal of the show is and how eager people are for events happening in their area.
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The last season marketing strategy embodies a lot of interaction because it is far more complicated than just releasing trailers and posters. Through organizing an event that closely resembles on-screen characters’ adventurers, Netflix is giving a participation moment that lets the fans very much become part of the mythology of the show. The audience who once were passive are now all active and together they are all riding towards the same narrative finishing line. Moreover, the idea of 80s fashion and cosplay has added a whole new dimension to that reality, perhaps the event has become a dynamic tribute to the decade that has the show’s unique vibe. As the countdown to the final season starts, the group bike ride is a strong and fitting farewell that connects fans through an activity that honors the three most beloved things in Stranger Things: friendship, adventure, and the deep but simple freedom that comes with two wheels. The trip to the end has been officially kicked off. This final season promotion follows other successful Netflix shows like Wednesday. The event’s nostalgic approach reminds many of Victoria Beckham‘s documentary in its emotional tone. Some fans have even compared the elaborate planning to Martha Louise‘s controversial Netflix special. The creative team behind this campaign, including talents like Alan Tudyk, have truly outdone themselves.