Eggo + Stranger Things Season 3

To get fans hyped up for Stranger Things Season 3, we needed to activate the network in a way that was authentic to them. So, we took Eggo back to 1985. Using a vintage look and feel with subtle ties to the show, we created a campaign that seemed innocuous on the surface – but when you looked a little closer – strange things lurked underneath.

The Easter Eggo Hunt

We needed to intrigue fans first. The show is set in a fictional town called Hawkins, Indiana. And there just so happened to be 11 real cities in the U.S. named Hawkins. How convenient, right? So we placed 11 faux billboards across social media in the 11 real Hawkins towns.

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Then we took the Easter Eggo Hunt to Instagram. We created “lost” 80s Eggo ads with something just a little bit strange about them. We hid
Stranger Things themed clues in each one so that fans could follow along to get to the final account. The first 111 users that followed the final account
and @Eggo won a fun Eggo + Stranger Things swag bag.

Things start to Get a Little Stranger

As the season’s premier crept closer, we got a little stranger. We released limited-edition 1985 packages of Eggo fans could buy on Amazon Fresh or in store. We even brought it to the streets with a Kellogg’s NYC takeover and summer food truck tour featuring Stranger Things-themed waffle creations.