When a brand is mentioned along side a pop culture icon, it’s a marketing dream come true. Global exposure without having to spend a dime? Jackpot. But what a brand says next can make or break its capitalization campaign.
In 2016, Eggo saw a massive boost in interest thanks to the viral success of the Netflix original, Stranger Things. The show features actress Millie Bobby Brown as Eleven, a girl with psychokinetic abilities and a strong appetite for the breakfast classics.
Her pink dress, bloody nose and armful of Eggos was the go-to costume at Halloween. Netflix even included the ‘8’s classic “L’eggo My Eggos” ad in its Super Bowl commercial teasing Season Two of Stranger Things.
All goldmine opportunities the breakfast brand has fallen short in promoting. Many have compared Eggo’s dull marketing attempts to Red Lobster’s “Formation” fail.
Beyonce mentioned the restaurant chain in her highly anticipated single and Red Lobster’s 10-hour late reply was deemed unoriginal and unrelated and “flat out lame.”
— Red Lobster (@redlobster) February 7, 2016
In comparison Eggo has Stranger Things-themed recipes, DIY projects you can make from Eggo boxes and, now, a Google Chrome extension that promises to block any Season Two spoilers coming from Reddit, Twitter, Facebook, or Google News. However, these ideas have seen little engagement from fans across social media.
— Eggo® (@eggo) October 16, 2017
What is the take away for brands? Be original and stay informed.
Authentic communication in advertising and public relations is crucial for brands trying to create a deep, meaningful connection with their audiences. With Season Two of Stranger Things on Oct 27, Eggo’s timely and witty responses will make or break its brand exposure.
What do you think Eggo could do better in its social media approach? Is it a brand’s duty to develop a capitalization strategy or simply comment on the conversation? Any other missed marketing opportunities by brands?
Let us know in the comments!