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Stranger Things: why brands love to piggyback on the show

Netflix has promotional agreements with 75 different brands for season three of the show. Why do they like it so much?

Netflix and the Duffer Brothers are up against it. In Stranger Things, they have managed to create a juggernaut that satisfies critics and fans in equal measure. But, at the same time, the show comes with its own form of inbuilt obsolescence. This isn’t a series designed to run for ever because, short of forcing them into a nightmarish round of age-denying cosmetic surgery, the cast will reach adulthood before long. The current prediction is that Stranger Things will check out after four or five seasons.

The third season becomes available this week. This means that Netflix only has a short time to wring every last penny it can from the show. And, oh boy, is it trying. According to the New York Times, Netflix has promotional agreements with 75 different brands for the new season. It’s a huge, sprawling campaign that will essentially render Stranger Things impossible to avoid. H&M will stock replicas of the garments worn by characters on-screen. Baskin-Robbins will introduce flavours based on the ones sold at the fictional Scoops Ahoy ice-cream parlour. Burger King will sell upside down Whoppers. Polaroid has brought out an upside down camera. Weirdest of all, Coca-Cola is reviving its universally reviled New Coke recipe on the basis that some Stranger Things characters consume it.

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from Culture | The Guardian https://ift.tt/2Xd04yb
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