Netflix has been providing us with original content for years. Some of its popular shows being House of Cards, Orange is the New Black and more recently Stranger Things. Stranger Things just released its second season and most people are already ready for the third. I remember when the first season came out. I only heard of it because everyone else was talking about it. I didn’t see any advertisement anywhere, it was kind of word of mouth. When I finally watched the first season, I was instantly hooked. For the second season, I saw a sponsored ad on Instagram letting me know that the season would soon be releasing. Just like everyone else, I started to count down the days. This time around, I grew curious about how Stranger Things became so popular, and how it was done with little marketing.
The Duffer Brother, who are the creators of Stranger Things, said that when they launched the first season, they wanted it to be all word of mouth. They didn’t expect for it to take off so fast but believed that the 80’s setting of the series and peoples love for it, had a lot to do with its exposure. Once the show really started to create a buzz, social media was used to drive engagement. A few weeks after the first season was released, Netflix created a Youtube 360 virtual reality view of Hawkins. Hawkins is the town that the show take place, and it gave viewers the perception of the government facilities used in the series.
The second season is really when the marketing team started to have fun, since they already built their fan base. For the second season, they were more interactive with the marketing. Partnering with Lyft and making their app depict some of the things in the series, like waffles, Christmas lights and trucker hats on the map. Fan extras, such as downloadable games was also apart of the strategy. One fun thing that they did was create a working 800 number. The 800 number had prompts, hold music and sounds of the Demagorgan. Some other brands noticed how trendy Stranger Things was and hopped on the bandwagon. Eggo created a Twitter campaign around it and in turn helped promote the second season. Louis Vuitton had a Stranger Things poster printed on one of its Paris Fashion Week pieces. Three of the shows co-stars were then tweeted in a picture with creative director Nicolas Ghesquière, also promoting the show via Twitter. With the help of some influencers, the show became even more wide spread.
Stranger Things 2 dominated social media. Forbes states:
In the 24 hours following its Friday release, the show garnered 670,416 unique mentions across Twitter, Facebook, Instagram, Reddit, Tumblr, YouTube, Sina Weibo and blogs, according to audience insight firm Fizziology. That’s up nearly 3,800% from the number of mentions in the 24 hours following the release of season 1.
The second season had more mentions than veteran shows like Big Bang Theory, The Walking Dead and This Is Us. Within 48 hours of its second season release had unique conversations on social media estimated to reach over 1.4 billion people. Some of those people downloaded Netflix specifically to watch the series. Although Netflix does not release it viewers data, I’m sure most of us can agree that this series is one of its best originals.