The Chicago Cubs and Snapchat Teamed Up on Some AR Stranger Things

A Demogorgon from the Upside Down will emerge from the Wrigley Field marquee

You don't see a Demogorgon at Wrigley Field every day Chicago Cubs/Snapchat/Netflix
Headshot of David Cohen

Wrigley Field in Chicago is home to Major League Baseball’s Chicago Cubs, but on Monday, it will also be home to some, well, Stranger Things.

The ballclub teamed up with the messaging application to use its recently introduced marker tracking technology to bring the hit Netflix series’ Upside Down to life.

Monday night is Stranger Things Night, and fans outside the ballpark who open up their Snapchat app and point their camera at the Wrigley Field marquee will see that marquee transform into the alternate reality of the Upside Down, and tapping on the screen will unleash a Demogorgon—all via augmented reality, of course.

On a tamer note, the lens also enables fans to see their own names featured on the marquee.

Chicago Cubs/Snapchat/Netflix
Chicago Cubs/Snapchat/Netflix
Chicago Cubs/Snapchat/Netflix
Chicago Cubs/Snapchat/Netflix

Cubs vice president of marketing Lauren Fritts said in a statement, “As the Cubs look to super-serve fans with unique content and experiences, tapping into an ingrained behavior such as taking a photo under the marquee was a unique place for us to innovate. The combination of an iconic Wrigley Field equity, Snapchat’s latest AR tech and one of the hottest entertainment franchises, Stranger Things, make this a really fun experience for our amazing fans.” David Cohen is editor of Adweek's Social Pro Daily.