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Book Cover
Author O'Donnell, Rebecca Hemmert, author

Title Stranger Things have happened : digital marketing lessons from the Eggo-Netflix collaboration / Rebecca Hemmert O'Donnell, Heidi E. Huntington
Published London : SAGE Publications: SAGE Business Cases Originals, 2020
Online access available from:
Sage Business Cases    View Resource Record  


Description 1 online resource : illustrations
Series SAGE Business Cases
SAGE Business Cases
Summary 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 engagement with the Eggo brand skyrocketed, with an accompanying rise in sales. By analyzing this campaign, marketing students can learn about the power of letting go in today's consumer-centric world, how great content can set companies apart, and why strategic partnerships are critical in order to drive brand awareness, consumer engagement, and ultimately sales. The case also offers important insights into the role of authenticity and nostalgia in the effectiveness of such marketing efforts
Bibliography Includes bibliographical references and index
Notes Description based on XML content
Subject Kellogg Company -- Case studies.
Netflix (Firm) -- Case studies.
Kellogg Company.
Netflix (Firm)
Stranger things (Television program) -- Case studies.
Customer relations -- Case studies
Product placement in mass media -- Case studies
Customer relations.
Product placement in mass media.
Genre/Form Case studies.
Form Electronic book
Author Huntington, Heidi E., author
ISBN 1529717094