stranger things at happening the baskin robins. >> reporter: it's one of the new line of treats thats rolling out to cash in on the show's third season. which features a fictional ice cream product called scoops ahoy. it sees them take their fight against evil to the quintessential '80s hangout, the shopping mall. >> what did you think, we were just going to sit in my basement all day and play games for the rest of our lives? >> reporter: the real selling has been happening off camera. netflix says they're partnershiping with about 75 brands for the "stranger things" launch, featuring everything from nike to burger king to the chicago cubs. >> every network, every website, everyone is looking for those two hours that you have between the time you get home, put the kids to bed, finish dinner and watch something. so anything that netflix can do to grow that brand recognition and make you remember, hey, i should finish the season of "stranger things" is a benefit. >> if you love the tv show strairn "stranger things," boy, have we got a lego set for you. >> many of the brand play into th

for "stranger things" baskin robins created eight flavors tied to the show and first with the streamingtform hulu is to feature millers/coors beer in "into the dark" series they deliver nearly 90% increase in purchase intent among viewers and a 75% increase in brand awareness. to break through the clutter, some big brands are returning to the original tv ad model, paying to produce shows and documentaries in an effort to reach consumers with content rather than the ads that interrupt it proctor & gamble is sponsoring a national geographic tv series on efforts to combat extreme poverty, looking to align its products with efforts for good. >> brands like p & g and others are going to benefit from having those. it is expensive, and that's really where the challenge comes in, is the expense not too high, such that the return is achievable. >> johnson & johnson financed a documentary about nurses in the early days of the aids epidemic, the brand hoping for a halo effect from the film's message of compassion and rave reviews julia boorstin in los angeles. >> i have to wish you all a happy wor

baskin robins upside down sundae named after the creepy parallel universe in the hit series "stranger >> upside down sundae. >> reporter: it's one of a new line of treats the store is rolling out to cash in on show's third season which features a fictional ice cream parlor called scoops ahoy. >> ahoy. >> reporter: season 3 sees the teenagers from indiana take their fight against evil to the quintessential '80s hangout the shopping hall. >> what did you think? >> we were just going to sit in my basement all day and play games for the rest of our lives. >> reporter: the real story has been off camera. netflix partnering with about 75 brands for the launch. a marketing blitz featuring everything from nike to burger king to the chicago cubs. >> every network, every website, everyone is looking for those two hours that you have between the time you get home, put the kid to bed, finish dinner and watch something. anything that netflix can do to grow brand recognition and make you remember i should finish the season of stranger things is a benefit. >> if you love the tv show "stranger things