Stranger Things Have Happened: Digital Marketing Lessons From the Eggo–Netflix Collaboration

With advertisements and marketing messages continuously served up to individuals in the current digital era of media fragmentation, now more than ever it is critical for brands to connect with consumers in memorable ways. The aging but iconic U.S. brand Eggo frozen waffles was presented with an unexpected opportunity to regain relevance with younger audiences when it found itself the focus of an unsolicited product placement during the first season of the Netflix hit Stranger Things, a show which derived its charm in part from the 1980s nostalgia it evoked. In October 2017, the Kellogg Company launched a timely and relevant social media campaign for the Eggo brand. The (unpaid) collaboration with Netflix focused on the Stranger Things season two premiere. As a result, social ...