Domino's MindOrdering

To promote the launch of Stranger Things season 4, we teamed up with Netflix and Domino’s to bring fans back to the where is all began: Hawkins Lab.

Domino’s have a legacy of playful innovation. Netflix had season 4 of Stranger Things to promote. The resulting partnership birthed a dream brief that asked one not-so-simple question: what if we could order pizza using nothing but our mind? In close collaboration with WorkInProgress, Domino’s, and Netflix, we designed, built and launched a mobile application that did just that. Well, kind of.

We immersed players inside a Hawkins Lab observation room where they got a taste of Eleven’s origins as the test subjects in a rogue MindOrdering experiment. Players learned how to harness their telekinetic abilities, triggered through facial-gesture recognised controls, before using their newfound abilities to explore their environment, and, eventually, order a real life pizza. The experience was packed with fun fan-centric easter eggs, and also offered the option to play for fun, which saw the players pizza delivered to the Upside Down.

The app also featured a screen-reader compatible version for accessibility, so everyone could experience the power of telekinesis.