Eggo
Kellog’s Eggo is infamously known for the Frozen Waffles. Eggos were invented in 1953, where the idea that food could be cooked, frozen, then reheated for meals. Eggos have remained popular to the present day. In 2016 Stranger Things included Eggo waffles as a critical plot point for their main character Eleven. The nostalgia combined with the significant sensation of Stranger Things allowed Eggo to become extremely popular.
Season One:
In season one of Stranger Things, Eleven and her love for Eggo’s is revealed to audiences. Eggo had no affinity with the show or an idea that this central plot point would sincerely change the future of its brand. After the success of season one of Stranger Things for Eggo, Kellogs knew they could utilize marketing intelligence to enhance their sales and outreach in Eggo.
Netnography Campaigns:
After the release of Stranger Things, Eggo received immense love from fans of the show and of the Eggo brand. To capitalize on netnography findings after season one, Eggo leaned into social listening by providing their own posts to encourage brand and consumer engagement. With the release of season two, Eggo created a couple of campaigns. Eggo released an Eggo recipe that paired well with each episode. They also partnered with Google to create an extension declared “L’Eggo My Spoilers.” This extension blocked any potential spoilers to Stranger Things content. Eggo essentially attempted to use the results they concluded from netnography and social listening to season one to associate Eggo with Stranger Things, something they now knew their consumers were passionate about.
The Results:
Eggo’s efforts to respond to the tastes and preferences of its consumers were significantly successful. On the platform Twitter, Eggo was mentioned over 41,200 times, with a peak on October 27 which was the release of Stranger Things season two. Eggo shared their love of Stranger Things with social media posts about the show, and Eggo waffles and the Stranger Things account reciprocated the same passion and attention. Using netnography, Eggo could recognize the potential behind Eggo and Stranger Things. By following the data through marketing intelligence, Eggo increased sales and brand recognition.
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One reply on “Stranger Things Happen When: Kellog’s Eggos Utilizes Netnography ”
This was a great move by Eggos! Before stranger things came out, Kellogs Eggos were practically non existent in India. However, now they are available at a wide range of stores in major cities of the country.