Stranger Things Coca Nike HandM wining Netflix brands: Season 3 of "Stranger Things" landed on Netflix on July 4th and almost immediately broke all audience records for the online streaming platform. Only four days after its international release, the science-fiction series has been viewed by 40.7 million homes around the world, Netflix said it was the best start for a series or film produced by the American society. Nearly half of these homes - 18.2 million to be precise - had finished watching the entire new season of "Stranger Things" from July 8th.

The return of "Stranger Things" is also good news for brands such as Coca-Cola or Eggo (Frozen Precooked Waffles Company, Ed.) Which are either in partnership with Netflix to promote the series or appear directly on the screen in the fiction. Netflix does not advertise on its platform but more than 100 brands including Coca-Cola, Burger King, 7-Eleven, Gap, Eggo and JCPenny are present in season 3 of "Stranger Things", reports Concave, a marketing firm who tracks and analyzes brands in the entertainment industry. Netflix has also partnered with dozens of advertisers such as Baskin-Robbins, Nike, Microsoft and H & M to promote the series outside of its own platform.

For now, it's unclear to what extent the integration of products and brands inside fiction as well as promotional partnerships between Netflix and advertisers is an effective strategy. But the data submitted by third-party companies gives us some clues to answer this question. In addition, Netflix said it had not received any money to incorporate brands into "Stranger Things" or to promote the series.

Stranger Things Coca Nike HandM wining Netflix brands

And the winner is ... Coca-Cola

For season 3 of "Stranger Things", it was Coca-Cola - and not Eggo - that was the big winner. Coca-Cola appeared in each of the eight episodes of this season 3. The soda brand was even mentioned by name at a crucial point in the series, while the characters of Lucas and Mike bicker over whether or not the New Coke, an abandoned drink since 1985, is as good as the original Coca. In this same sequence, eleven Eggo waffles also appear in the background.

In total, the famous brand of soda is visible for about five and a half minutes on the screen in this new season of "Stranger Things", according to Concave. The latter, based on traditional television advertising costs, estimated the media value of Coca-Cola's investments at $ 1.5 million (€ 1.33 million) for the first three days that followed. the output of the series. Coca-Cola also struggled with promotional campaigns announcing the return of "Stranger Things", after learning that the New Coke would be in the spotlight in the show. In fact, Coca-Cola has had its old drink reprinted in limited quantities, created "Stranger Things" inspired packaging for some of its products, aired an advertisement with scenes from the series and launched other events like a pop-up store in London with an arcade room.

In the two months leading up to the release of the last season of "Stranger Things", Coca-Cola was the most mentioned brand on social media when it came to the Netflix series. She was quoted 55,800 times on Twitter for example. This figure also includes Facebook and Instagram posts that have been taken over and posted on Twitter, says Fizziology, a social media research company.

Whether related to "Stranger Things" or not, Coca-Cola has been cited 13,311 times in the United States in the press, on television, on national and local channels, as well as in digital media during the summer. a 60-day period ending July 8, according to the Critical Mention data that monitors media mentions. Critical Mention estimated that with this broadcast in the US media Coca-Cola had garnered nearly 1.27 billion dollars (1.13 billion euros), with more than 32 billion households reached.
Honorable mentions

Nike is one of the other brands that has made a name for itself on social media, with around 20,600 mentions on Twitter related to "Stranger Things" in the two months preceding the release of season 3, according to Fizziology data. . Nike has designed a basketball collection inspired by the Netflix series.

Baskin-Robbins, who created ice cream flavors around the Scoops Ahoy Glacier during the new season of "Stranger Things", also received more than 4,600 mentions. Baskin-Robbins also broadcast television commercials related to "Stranger Things". EDO, a company that measures TV advertising commitments, found that people who saw these ads related to "Stranger Things" were 38% more likely to search for the ice cream brand than those who saw its other ads.

Burger King, who appears in five episodes of season 3 and created a sandwich called Upside Down Whopper to promote the series, was quoted 4,300 times on Twitter.

Among the brands with which Netflix has partnered, Microsoft ranks second in terms of media financial impact with an estimated value of $ 369 million (327 million euros) over the 60-day period that ended the first weekend after the release of the new season of "Stranger Things", according to Critical Mention. Microsoft is followed by H & M, who has created a bespoke clothing collection inspired by the looks of the new season of "Stranger Things". Then we find Baskin-Robbins and Nike.