Our favourite brand partnerships in Netflix’s ‘Stranger Things’

Our favourite brand partnerships in Netflix’s ‘Stranger Things’

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. Merchandise releases 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? Sources: 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,...
Reaching a young audience: Love Island

Reaching a young audience: Love Island

With Love Island’s fifth series well under way, is it targeting a younger audience and how could your brand benefit from it’s reach? First Episode The first episode, launching on 3rd June, had an overnight audience of 3.3m viewers and 18.5% share of individuals. Across all devices, the show had a peak audience of 4.2m. Making it the biggest launch for the show yet. The first episode also made waves on social media. Within the first 24 hours alone, there were 325,000 tweets about Love Island series 5 episode 1. The launch of the series also received 98.5 million impressions. Consolidated Rankings In the consolidated rankings, episode 1 achieved an incredible 4.6m TV viewers, making it both Love Island UK’s and ITV2’s biggest audience ever. A further 1.3m viewers watched on non-TV devices, taking the total average audience of the launch episode to an impressive 5.9m viewers. This makes Love Island the biggest programme of the year so far across all channels for both 16-34s and 16-24s. Most watched programme on all channels Love Island UK was the most watched programme on any channel for the first time ever on Sunday 16th June (episode 14) with an incredible consolidated rating of 5.6m viewers (TV+online) beating all other shows including Gentleman Jack (BBC One), Top Gear (BBC Two) and Soccer Aid (ITV). The Morning After Podcast Love Island hasn’t just been performing well on screens, viewers are also tuning into the podcast. Love Island: The Morning After Podcast has had over 1.6 million downloads to date and is at number 1 in the UK podcast charts! Does your brand need to target a young audience? Get in touch to find out how we can help, or visit our VOD page to find out...
What do you think?

What do you think?

Santander’s most recent marketing campaign sees them pair with TV duo Ant & Dec, but does the partnership reflect the brand? The Campaign The campaign sees the pair ‘rip off’ Santander’s branding and values, to create their own bank ‘Antanddec.’ Placed on TV, cinema, OOH, print, social, digital display and radio, the campaign has been created by Engine, directed by Declan Lowney at Another Film Company, has been planned by Carat. Why Ant & Dec? Chief Creative Officer for Engine, Billy Faithfull, said “When it’s thrown into conversation that Ant & Dec sounds a bit like Santander you can’t ignore that, it’s an absolute gift.” “It was one of those ideas that you keep parking for good reason, but keeps coming back, more powerful than before. And the more we let it back in the room, the more funny, famous and memorable it became. Nothing else stood a chance.” The campaign will utilise the bank’s comprehensive research into its customers to help bring to life the products and services that answer genuine customer needs. While using the comical bank of ‘Antandec’ and its less practical product solutions, as a counterpoint. Research has also shown that “ads that use creativity in the form of brand characters or motifs are better at eliciting an emotional response and boosting brand recognition.” But, do these reasons mean that it works? Does it work? Billy Faithfull, chief creative officer, Engine, added: “In the search for a little magic, you have to give every idea a chance to shine. Even the silliest of ideas should be taken seriously.” But is Santander a ‘silly’ brand, and...
Making the most out of outdoor digital advertising

Making the most out of outdoor digital advertising

Digital outdoor advertising (DOOH) is much more than just a screen which enables movement, but what are some ways your campaign can utilise dynamic technologies? Recently, Pirinase used weather data to help their campaign promoting their hay fever relief spray. The campaign is activated when the MET Office pollen count reaches ‘high’ or ‘very high.’ This ensures the campaign reaches hay fever sufferers at times when they need relief. Another example of using weather data is B&Q’s long-running campaign. Their creative pushes summer products when the weather is good, ensuring relevance to the weather. Outdoor advertising can also be geo-fenced, allowing passers-by to be targeted. Econsultancy reported that “O2 partnered with Dax and Mobsta to log device IDs (via Bluetooth) when people pass an out-of-home (OOH) site. These IDs were then used to see if a particular user subsequently visited an O2 store, where their device ID would be tracked.” O2’s campaign for the Samsung S8 handset also used geofencing to target ads on digital radio, Soundcloud and Deezers at people within 500m of the OOH site. Digital advertising can also utilise travel data, such as flights times, drive times or sports data. We particularly like how Guinness used it during the Six Nation’s. The creative alerted people to an upcoming match and its kick-off time, as well as the distance to the local pub. Participating pubs then used sensors to capture footfall data and, if they got too full, would trigger a change in creative to direct fans to alternative venues. Could your campaign use dynamic data? Get in touch today. Sources: https://www.jcdecaux.co.uk/news/pirinases-powerful-pollen-counting-ooh-campaign ,...
What are we loving this week?

What are we loving this week?

How have the BBC been preparing the public for the return of Killing Eve this Saturday? Using mysterious billboards, radio and social media, the BBC have begun preparing us for the return of epic cat-and-mouse series, Killing Eve. The series follows assassin, Villanelle (the amazing Jodie Comer), and Eve Polastri (the fantastic Sandra Oh). The campaign, called ‘Public Displays of Obsession’, features messages from the two characters to each other, only accompanied by the hashtag ‘#CRAZY4EVE.’ Fans can call Eve’s voicemail 07788 387000 to get almost uncomfortably close to the action…do you dare? And, you may have also heard Villanelle on the radio recently. Laura Simon, executive creative director at BBC Creative commented: “The traditional objective of mass media campaigns is to talk directly to the audience. It was great fun to put a fresh spin on this concept and let our Killing Eve characters generate the excitement themselves through Eve and Villanelle’s public displays of obsession.”Laura Simon Are you ready for Season 2 of Killing Eve? The first episode of Killing Eve series two will be on BBC One on Saturday, June 8 at 9.15pm. How can your brand capitalise on popular TV show premiers? Get in touch to find out. Sources: https://www.thedrum.com/news/2019/06/05/bbc-preps-public-killing-eve-return-with-ominously-obsessive-billboard-banter , https://www.prolificlondon.co.uk/marketing-tech-news/other-media-news/2019/06/killing-eve-billboard-campaign-unsettles-and-teases-0,...
RAJAR Q1 2019: The Results

RAJAR Q1 2019: The Results

The first quarterly results of RAJAR 2019 have been released, and across Welsh radio, some stations have seen significant drop in reach figures.   In this RAJAR blog, we’ll take you through some new statistics, local and national performance and digital news. Quick Stats Local Heart North Wales reach fell from 118,000 to 112,000. This is a further decrease in reach from Q3 and Q4 2018 when it fell from 146,000 to 118,000. Heart South Wales hasn’t fared any better, with reach falling from 463,000 to 410,000, a further decrease from Q3 and Q4 2018 when it fell from 482,000 to 463,000. However, their listener hours did increase by 1.2 over the last quarter. Heart North Wales also had an increase in their listener hours by 0.8. Capital North West and Wales saw reach jump from 130,000 to 146,000. This is growth on top of Q3 and Q4 2018 when it increased from 116,000 to 130,000. However, Capital South Wales’ reach decreased from 224,000 to 217,000, putting an end to the growth they saw in Q3 and Q4 of 2018 when reach increased from 210,000 to 224,000. This may be surprising after Capital’s long-running ‘Cash Call’ promotion that their listener hours haven’t increased. Both stations’ listener hours decreased; Capital North Wales and West by 1.2 and Capital South Wales by 0.7. Kiss (West) saw a significant decrease in reach from 449,000 to 372,000 with their listener hours also down marginally. Smooth Radio North West and Wales’ reach increased greatly from 58,000 to 71,000, a growth of 21,000. 96.4FM The Wave’s growth slowed as they saw a decrease in reach...