Description
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
