Top 10 Product Placement in Stranger Things Season 3
The new season of the popular Netflix show Stranger Things is receiving a significant amount of attention and viewer critique for the over 100 product placements in the newly released third season, and this report is the first to put a value to the brand integrations.
It should erase all doubts in marketers’ minds as to the value of doing product placement in Netflix shows
Said Dominic Artzrouni, founder of Concave Brand Tracking, in an email to Marketing Dive. “Brands that have relationships with the show will want to pursue them and many more will want to get on board.”
Netflix released figures through Twitter reporting 40.7 million household accounts watched the season since its July 4 global launch, which is more than any other content piece on the platform in its first four days, and 18.2 million accounts have already finished the entire season. The streamer counts viewing 70% or more of an episode as one household view.
Many brands have partnered with the popular show for co-promotional strategies in addition to product placements, including Coca Cola, Adidas, Reebok and Burger King. Burger King’s upside down Whoppers promotion and Coke’s resurrection of the failed “New Coke” from the ’80s made waves even before the season release.
Coca-Cola was the most mentioned “Stranger Things” partner out of over 102,532 online fan conversations, accounting for 54% of total chatter in the two months leading up to the premiere through 96 hours post-premiere, per a press release from audience insights firm Fizziology shared with Marketing Dive. Nike, Baskin Robbins and Burger King were shown to be the next most mentioned brands.
10. Burger King
$471,000 in product placement advertising value
$520,000 in product placement advertising value
$675,000 in product placement advertising value
$492,000 in product placement advertising value
$762,000 in product placement advertising value
$587,000 in product placement advertising value
$883,000 in product placement advertising value
$1.1 million in product placement advertising value
$954,000$ in product placement advertising value
$1.5 million in product placement advertising value
Other original Netflix content features product placement, such as Samsung in “House of Cards” and Lavazza in “Comedians in Cars Getting Coffee,” but the latest season of “Stranger Things” boasts more brand co-promotions. Netflix has not announced a switch to ad-supported model: almost a quarter of viewers would leave the platform if it did so, according to Hub Research.