Seara taps 'Stranger Things' for mind-controlled gaming activation

Seara has launched Mind Player, a technology-led brand activation that explores how gamers can eat without pausing gameplay. Developed as part of the brand’s partnership with Netflix and inspired by the series Stranger Things, the initiative uses brain-controlled gameplay to free players’ hands while they interact with on-screen characters.

The activation blends gaming culture, entertainment and food, positioning Seara’s snacks within a playful experiment that turns mental focus into real-time game control. By removing the need for traditional controllers, Mind Player reframes how players can engage with games while eating.

Gaming creators test the activation

To demonstrate the experience, Seara invited prominent figures from Brazil’s gaming community, including Gaules, Tettrem, Alice Gobbi and Tuitabi. The creators tested the activation and featured in a teaser video showing how the technology responds to concentration levels during gameplay.

The experience was later scaled for the public at CCXP25 in December in São Paulo. During the event, which attracted around 300,000 visitors, Seara built an installation inspired by Hawkins National Laboratory, recreating the atmosphere of Stranger Things with a strong pop culture aesthetic.

EEG technology powers hands-free play

Created by Druid Creative Gaming and operated by technology specialist Leafbone, Mind Player is powered by EEG technology. The system reads brain waves to measure concentration, allowing players to control characters and make decisions without using their hands.

Visitors were invited to focus on the game while sampling Seara’s Stranger Things-licensed products, including Chicken Fire Club, Stranger Pizza Cheese and Stranger Pizza Pepperoni, all developed with gamers’ fast-paced routines in mind.

Brand experience and creative intent

Tannia Fukuda Bruno, marketing director, Seara: “At Seara, we believe that innovation and flavour go hand in hand to create memorable experiences. We brought technology together with products designed for gamers who don’t want to pause their matches to eat. This activation invites audiences to have fun, explore and enjoy our snacks.”

Rafael Hessel, executive creative director, Druid: “Eating without having to pause has always been a gamer’s dream, just as feeling more connected to the worlds of the series they love. With the help of technology, we brought these two universes together in an experience that points to possible future directions for electronic gaming.”

More than 1,500 people took part in Mind Player during CCXP25, helping Seara stand out among more than 130 participating brands at the event. The brand plans to extend the activation across additional Seara touchpoints throughout 2026, giving wider audiences the opportunity to experience the concept.

www.searainternational.com

www.druidcreative.gg

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