How Stranger Things has turned marketing on its head
Traditionally, brands would get involved with a new release by plugging it on their product and running some kind of 'money can't buy' giveaway.
For Stranger Things, while the activity has been driven to an extent by Netflix actively seeking out strategic brand partners, we are seeing teams get uber creative with their tie-ins and newshacking efforts.
- At one end of the scale, we’ve seen products from the show making a comeback, like Kellogg’s Eggo waffles (a favourite of the show’s main character 11), complete with a packaging design the same as those sold in 1985.
- The sweet treats continue with the ice cream boffins at Baskin-Robbins launching exclusive ice cream flavours and products tied to the show, along with recreating the ‘Scoops Ahoy’ ice cream shop.
- And picking up on the 80’s fashion trends that are so memorable in the show, Nike has dug deep in its archives to create a collection of retro clothing and sneakers.
Top 3 Stranger Things campaigns
Coca-Cola has created a Palace Arcade, just like the one seen in the TV show, complete with 1980s video games and a secret "upside-down" world that’s only accessible to those with a good knowledge of the show, who are then given a limited edition upside down can.
How would you like to get that 1980’s horror style in your own home, by recreating Joyce Byers' living room from Stranger Things? Well now you can, thanks to Ikea. This awesome idea was just one of a range of famous living rooms the furniture giant has helped customers recreate in its catalogue.
But undoubtedly the champion of Stranger Things marketing is Lego! They’ve introduced a themed Lego set that can literally be flipped upside down to expose the evil version of the Byers’ iconic house, where many of the show’s key moments have played out. It comes complete with a retro TV advert to boot.
Pressing play on creativity
It remains to be seen whether other programmes and films will ever be able to top the creative ideas that Stranger Things has inspired.
The production team had a plan and openly went out there to make it happen through a series of strategic tie-ins, and the end result has been spectacular.