Stranger Things Marketing Genius

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Stranger Things Marketing Genius

The stars of Stranger Things have taken to social media to announce the official wrapping of the season three shoot leaving us fans with heavy anticipation for what’s to come. In honor of the new season and the show being in the forefront of our minds again, I wanted to highlight the brilliant social media campaign they launched for the season two release last year. Netflix went to great lengths across Facebook, Twitter, and Instagram to ensure fans were engaged through custom content for each platform and teasers.

One of their experimental tactics included the use of custom Facebook lenses, back when the feature was brand new. They set the popularity of the feature in motion by having the show’s stars post videos utilizing them at the Stranger Things premiere. Having the show’s stars involved in this campaign was crucial as the actors in the show such as Millie Bobby Brown, Finn Wolfhard, and Noah Schnapp all appeal to a very young area of generation Z with their own social media presences and huge followings.

On snapchat they launched an event more advanced filter with AR qualities that turned your surroundings into Hawkins, Indiana but only if you scan a special snapcode or use the Shazam feature while the theme song is playing. You can unlock the Byer’s house with the iconic alphabet and Christmas lights strung across the wall.

My personal favorite piece of the campaign was Netflix’s partnership with Spotify to create a personalized playlist for each character in the show. They even had an algorithm designed to evaluate your music and match you with a character’s playlist.

Knowing Netflix and the cultural phenomenon Stranger Things has become, we can anticipate that the digital marketing efforts for season three is going to blow us out of the water.


About Author

Diana Garcia

Diana Garcia

Hello! My name is Diana Garcia and I'm a third year Marketing and Entertainment Media Studies double major here at UGA. I have a passion for film and tv and hope to one day use my marketing degree to help broadcast and advertise the unique voices of today's storytellers.

5 Comments

Margaret Caswell

Margaret Caswell

November 13, 2018at 9:55 am

I think stranger things has proven they understand their audience through their digital strategies. By using the newest capabilities of social media, they are gaining the attention of Gen Z, which in the past has been a difficult feat for marketers. Great blog!

Amy McLaughlin

Amy McLaughlin

November 13, 2018at 10:25 am

This was a great blog post! I really enjoyed reading this! I remember seeing their Facebook campaign but I had no idea they did the other avenues! I think they are brilliant and really understand who their target audiences are. I think they appeal to many different age groups because of the ages of the characters but I think them concentrating on Gen Z is perfect!

Callie Petersen

Callie Petersen

November 13, 2018at 11:20 am

I actually haven’t heard about this. I love Stranger Things but had no idea they had such a strong social media presence. Thanks for sharing! I am looking forward to season 3 even more now!

Ansley Roley

Ansley Roley

November 13, 2018at 11:35 am

I think after the huge success of season one, the entire team surrounding Stranger Things has gotten a huge grip on their audience. I personally LOVE the show and how different it is to almost every other show that’s out right now, and the fact that the whole brand can specifically market to a wide array of personas is extremely impressive. I think that is a huge aspect that is constantly attributing to the shows’ success.

Maddie Smith

Maddie Smith

November 13, 2018at 12:09 pm

I can remember the excitement they produced last year for Season 2 and I am so excited to see what they do to advertise for this upcoming season. Netflix as a whole does a great job developing partnerships to target different audiences in very specific ways. I know when the new season comes out my mom will be just as excited as I am and my little brother is and we will all have heard about the release from different channels.

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