When season one of Stranger Things dropped Eggo, owned by Kellogg, noticed that social media was buzzing with Eggo and Stranger Things mentions. The Eggo team and brand agency binge watched the series and were hooked. They were eager to share their love of Eleven and Stranger Things with other fans.

Here are some creative ways the marketing team promoted Eggo on social media-

The marketing team came up with recipes for Eggo waffles that correlated with each episode in the season- here is one example:

The team also created an extension for Google Chrome called “L’Eggo My Spoilers” which blocked spoilers related to Stranger Things so the superfan user could enjoy the series at their own pace- free of spoilers.

Anticipating the popularity of Eleven’s character as a Halloween costume, the team designed a DIY projects. This DIY Eggo flashlight is a fantastic and practical addition to any fan dressed as Eleven.

This social media campaign was a huge success for Eggo and for the Netflix series, Stranger Things. On Twitter alone, Eggo was mentioned 41,200 times in October of 2017. Due to this success on Twitter, Eggo earned approximately $201,801 in earned media value.

By joining the fans of Stranger Things, Eggo was able to connect with their audience and become relevant with a younger generation. Eggo has done a great job of inserting themself into a pop culture phenomenon and capitalizing on it. Their fun and creative marketing strategies are exciting and promote the show as much as they do the product. This approach makes it feel like fun and fandom- not advertising. The principles in play here are Value, Zeitgeist, and the Story Principle.

Value- The user gets free stuff they are interested in by viewing the content.

Zeitgeist- Stranger Things is a pop culture phenomenon. Eggo capitalized on it.

Story Principle- The Eggos tell the story of Eleven. The viewers are engaged in her story and interested in expanding it in their own way.

This was an awesome social media campaign. So fun and relevant- it makes Eggo seem that way too.