Stranger Things or Sponsored Things?
With a record number of 40.7 million hits within its first four days on Netflix, it’s no surprise that Stranger Things 3 is a hot topic of conversation.
Being labelled “the most-watched Netflix original series ever” analyse by global measurement company Nielsen, this isn’t the only reason this third season of Stranger Things has had a lot of press attention.
Although Netflix is staying tight-lipped on the value of its brand partnerships, according to the American marketing association, product placement within Stranger Things 3 has an estimated value of $15 million.
Product placement is a great marketing technique when it is done well. With an estimated $11.44 billion being spent on product placement alone in the US for 2019, and an average of $300,00 to $1 million per show, Stranger Things 3 really went above and beyond. The big question is…
What did viewers think of the obvious products placements?
Many viewers are not impressed, saying that the placements of products are getting in the way of the plot. Other viewers are questioning if any of the 100 brands featured actually paid for a deal in this season? With global giants including Coca-Cola, Eggo, Burger King, Kellog’s, JC Penney, Cadillac, Reebok, 7-Eleven, Converse and Cheetos being just a few, we are wondering the same thing.
A spokesperson for Netflix commented on this topic saying that none of the brands had paid for their placement in the show and that it was all just referencing the 1980’s customer. However, in an article with Variety, the chief of Coca Cola commented on the subject of product placement saying:
“I love it when it fits naturally. That’s when product placement works. If it’s forced, it doesn’t work”Coca-Cola chairman-CEO James Quincey
In a reported partnership with Netflix, Coca-Cola supplied 500,000 cans of ‘New Coke’ for the new season but said they don’t expect to make any money from the revival. Regardless of whether Coca-Cola paid for its product placement, it cannot be denied that it has been a smart move, and we are all talking about it!