From Hawkins to headlines: getting the Stranger Things house its moment

Arrived is a fractional real estate ownership platform that buys and manages long-term and short-term rentals on behalf of investors. In 2024, they purchased the house featured in Stranger Things, hooking into a cultural moment as they prepared to list it on Airbnb.

The Challenge

They needed to use the Stranger Things house launch to put Arrived’s name and services in front of new retail investors. But construction and Netflix delays pushed the unveiling into late October—days before the presidential election—when reporters were overwhelmingly focused elsewhere.

Solution

We began pitching early, working to secure an exclusive with friendly reporters, before it became clear election coverage would dominate newsroom priorities. We pivoted quickly to broader outreach, leaning on existing relationships while building new ones to drive coverage on launch.

The Results

Even in a brutal news cycle, the Stranger Things house launch broke through—getting Arrived in front of a new audience right when it mattered.

  • 10 pieces of unique coverage on launch day
  • Follow-on coverage from local broadcast stations and websites
  • Bump in listing views and traffic
  • TMZ’s TikTok channel reposted Arrived’s video to 4 million followers

Coverage

TMZ – TikTok – The Hollywood Reporter – Realtor.com – Atlanta Journal – Constitution –  Atlanta News First – Geekwire