Amid Eggo-eating, controversy over sexy Halloween Eleven costumes (yes, they really exist), and general 80s nostalgia-fueled excitement, the second season of Netflix’s Stranger Things debuted Friday.

We took a look at the social media conversation – focusing primarily on the Twittersphere – to see just what the reaction was. It was, to shamelessly borrow from everyone’s favorite curly-haired character, Dustin, totally tubular. Social media chatter peaked on Friday at midnight as people got down to binge-watching and by Sunday, there were over 2.3 million tweets on the show. Audience reception was strong, with sentiment scores demonstrating a 88 percent net positive rating.

Digging into it a bit deeper, here’s what we saw:

Eleven is off the charts as is Millie Bobby Brown, the actress who plays her so very well,  earning the distinction of most-mentioned character and cast member, respectively. With the combination of a shadowy government lab, experimentation, mysterious powers, and missing/dead parents, Eleven is reminiscent of another 80s throwback: Charlie from Firestarter, as others have noted. Brown imbues her with a watchable mix of vulnerability, rebellion, and grit; as ongoing social reaction continues to demonstrate, it remains a potent equation for the audience.

Spotify rides the Stranger Things wave. Ever heard the saying, “A rising tide lifts all boats?” Stranger Things is the obvious cultural zeitgeist that other brands are savvily tapping into, hoping to ride the wave. Netflix, of course, reaps the most advantage (in fact, when the show is mentioned, Netflix is the word most commonly used in association with it at about 1.3 million times). But that’s to be expected.

But marketers and social media mavens take note: Spotify earned the biggest points for cleverness by matching listeners with character-based playlists based on their music preferences. It’s enough to make anyone run to the streaming service to figure out if they’re a Hopper, Joyce, Eleven or Jonathan. We saw these lists occupy prominent positions in our platform’s Word Cloud – and it was such a well-received campaign that four stories about the effort made the top 25 of all articles on Stranger Things period. Not content to stop there, Spotify went for the extra credit too: when users share their match playlist on social media, the Spotify screen rotates like the Upside Down.

Barb! A fan favorite, Barb still played a sizeable role in the social media conversation, clocking in at seventh most mentioned before the season kicked off, then dropping to a respectable eighth on Friday, when social chatter was at its fever pitch. Pretty good for someone who bit it in Season One. People wanted to see #JusticeforBarb and – without sharing any particular spoilers – they mostly got what they wanted. By Sunday, though, and perhaps even appropriate given her character’s arc, she’d dropped to a forgettable ninth.

What have you observed from the Stranger Things phenomenon?