What are some best practices or lessons for both digital marketing and product placement that can be derived from this case?Discuss

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TOPIC 1: . Digital Marketing

For this topic we will discuss a recent case where the Kellogg company launched a digital campaign to capitalize on (unpaid) product promotion for Eggos in the Netflix series Stranger Things.

Read the case and then address these questions in your response:

What benefits did Eggo see from collaborating with Netflix? Are there any potential downsides to such a collaboration?

What is the likely connection between authenticity and nostalgia in the success of this case? Are these factors alone sufficient for a successful marketing campaign?

Social media and sales data indicate that interest in Eggo dropped when Stranger Things had not recently aired a season. What can Eggo do to capitalize on renewed interest in the brand year-round?

What are some best practices or lessons for both digital marketing and product placement that can be derived from this case?

Refrence: O’Donnell, R. & Huntington, H. E., (2020). Stranger things have happened: Digital marketing lessons from the Eggo–Netflix collaboration. In SAGE Business Cases. 2020. 10.4135/9781529717099

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