Brand partnerships galore help to promote Netflix’s ‘Stranger Things’ third season.
Netflix has started partnering with brands to market original shows like ‘Stranger Things’, ‘Glow’ and ‘Queer Eye’.
Partnerships have grown since the show debuted. This handy graphic from Business Insider shows how Netflix has introduced major partners into the show’s marketing strategy.
Third season partnerships
This season has seen partnerships with Baskin-Robbins, Burger King, Coca-Cola, H&M, Lego, Levi’s and Nike. These have helped get Netflix into physical stores.
As the third season takes place during summer, it provided the perfect opportunity for Baskin-Robbins, especially as scenes took place in fictional ice-cream store ‘Scoops Ahoy’. The company released custom flavours and a TV advert.
This season, H&M launched a retro collection and Nike teased the release of their ‘Stranger Things Air Tailwind 79 OG Collection’ which mixes iconic design with ‘Stranger Things. imagery.
All about the food
In the US, focus has been on food partnerships. Burger King released the ‘Upside-Down Whopper’, a reference to the ‘hidden world’ in the show. Available in just 11 stores (another show reference), the brand also renamed themselves ‘Stranger King’ on Twitter and flipped their logo.
Coca-Cola re-released the retro ‘New Coke. Ironically, the original drink was taken off sale after just 79 days after a barrage of complaints. However, after featuring in the new season of ‘Stranger Things’, Coca-Cola have released 500,000 cans in the US.
Have you spotted these brand partnerships, are they any more in the show you’ve seen?
https://www.campaignlive.co.uk/article/stranger-things-11-best-brand-collabs-series-three/1589953, https://www.businessinsider.com/what-stranger-things-says-about-netflix-marketing-strategy-2019-7?r=US&IR=T, https://metro.co.uk/2019/07/05/what-was-new-coke-as-featured-in-stranger-things-season-3-and-what-happened-to-it-10115806/