Background & challenges
In 2025, Netflix wanted to bring the Stranger Things universe to life directly with French consumers, by activating the Pizza Surfer Boy brand, which had become iconic thanks to the series.
The challenge: organize a nationwide activation tour featuring the legendary van from the series in front of 15 partner hypermarkets across France.
The objectives were clear:
- Creating a memorable highlight for fans of the series.
- Strengthen Netflix's presence in physical retail outlets.
- Generate engagement and visibility with a wide audience.
- Ensure flawless execution on all sites.
A strategic project that marked the first collaboration of its kind for Netflix, requiring logistical rigor and operational responsiveness.
Device in place
To meet this challenge, RMA deployed a tailor-made, precisely orchestrated field operation.
An emblematic device
The iconic Pizza Surfer Boy van is installed in front of each partner hypermarket for a full day, creating an immediate point of attraction for visitors.
Dedicated, reliable logistics
A single driver assigned to move the van throughout the entire 3-week tour, guaranteeing continuity, deadline control and compliance with commitments at each site.
Transparent management
Daily and weekly reporting for real-time monitoring, giving Netflix and partners full visibility of the operation's progress.
Results & impact
Over a 3-week period, the Pizza Surfer Boy van criss-crossed France, transforming each hypermarket into a meeting place with the Stranger Things universe. This tour enabled :
- Create an event in every outlet, attracting fans of the series and the curious.
- Strengthen Netflix's visibility in physical retail outlets, an unusual terrain for the platform.
- Guarantee smooth execution on selected sites thanks to tried-and-tested logistics and rigorous monitoring.
- Lay the foundations for a lasting collaboration, with this first activation paving the way for future joint projects.
This tour marks a strategic success for RMA and Netflix.
By deploying the Pizza Surfer Boy van nationwide, Netflix has successfully bridged the gap between the digital world and the on-the-ground experience, creating a direct emotional connection with its audiences.
