Creating a targeted buzz
Chicago bar The Upside Down, an homage to Netflix fan favorite “Stranger Things,” drew massive lines around the block after opening in August. The pop-up, located in the trendy Logan Square neighborhood, spawned a bevy of social media posts, with fans posing for pics inside the bar, which was designed to look like the setting of the popular show. After landing in some hot water with the streaming giant (complete with a cease-and-desist), the concept closed on its originally scheduled end date without extending its run into October, when season two of “Stranger Things” debuts.