✔️ 2022-05-31 11:50:17 – Paris/France.
At a time when Netflix has finally given in to publicity, it seems logical that the company is trying to get a slice of the slew of brands that wanted to join the premiere of Stranger Things' fourth season.
The first part of the fourth season of stranger things is escorted by a whole plethora of brands. They wanted to accompany in their training the famous Netflix series branded Domino's, Doritos, MAC Cosmetics, Quicksilver, the manufacturer of watches Timex or the firm of backpacks Jansport.
This is not the first time that brands, aware of the phenomenal appeal of stranger thingsare deliberately close to the production of the Duffer Brothers. Already in 2019, when Netflix launched the third season of the series, 75 brands embarked on what promised to be (and indeed was) a cultural phenomenon of planetary proportions.
stranger things then responded the sensations normally reserved for the big "blockbusters". Three years ago, Netflix was still the undisputed leader in the video market in Streaming (it still is today, but the problems and the rivals are piling up) and it was the brands that had to convince the Los Gatos company of its value to hang on to the arm. of one of his most famous productions.
In 2022, things have changed considerably for Netflix. During the first quarter of the year, the company lost 200 subscribers. It was the first time in 000 years that Netflix's subscriber count prolapsed. After the presentation of such unflattering figures, the titles of the platform of Streaming video crashed 37% on the stock market.
Even if, with more than 220 million subscribers, Netflix continues to dominate the video market in Streaming, Other insignificant competitors like Disney+, HBO Max, Prime Video or Apple TV+ are dangerously hot on its heels.
Also, if in the past stranger things largely monopolized by itself the “zeitgeist” of the video market in Streaming, now it has to compete with blockbusters like Obi Wan Kenobiwhich premiered on Disney+ coincided with Netflix's Supernatural series.
Netflix has no choice but to expand its collaborations with brands
At a time when Netflix has finally bowed to advertising (the very one it once hated) It seems logical that the company is trying to get a share of the herd of brands that wanted to join the premiere of the fourth season of stranger things. "The challenge for Netflix is that there aren't really a lot of shows that brands want to massively participate in," Jason Harris, CEO and co-founder of agency Mekanism, told Netflix. Fast business. "stranger things it's nostalgic, which is a feeling that resonates a lot with young audiences right now. But there aren't many shows on Netflix that are massive enough for brands to want to be associated with. »
For Stacy Taffet, vice president of marketing for Frito-Lay for North America, the decision to hang on the arm of stranger things it was actually very simple. I had already seen how Doritos had made subtle (and unofficial) cameos in stranger things. Moreover, precisely in 1986, the year the series' fourth season takes place, the snack brand launched its iconic Cool Ranch flavor across the Atlantic.
"Stranger Things appeals to very different generations, including Gen Z, which is one of Doritos' main targets"Taffet underlines.
The Frito-Lay subsidiary will also hold an online concert on June 23a week before that the second part of the fourth season of stranger things hatch, and it will feature 80s music legends like The Go-Go's, Corey Hart and Soft Cell.
Centenarians with whom Doritos seeks to connect through its association with stranger things they're the same ones Domino's had in mind when it decided to partner with the Netflix show. “This is a strategy to reach young audiences and our expectations in this regard are very high. Young people don't want brands to communicate with them in too obvious ways,” said Kate Trumball, vice president of brand and innovation at Domino's.
However, it is no coincidence that Netflix decided to split the fourth season of stranger things in two slices. It is clear that the video service in Streaming wants to force fans to stay on the platform for at least two months (also corresponding to two different quarters).
Perhaps stranger things to be a kind of "tourniquet" for Netflix when it comes to stopping the bleeding of subscribers, but It should also be a way to expand their collaborations with brands that are, after all, destined to be part of their own future through advertising.
In view of the meteoric growth of Disney+, whose parent company is a true pedagogue spurring the hearts of brands, Netflix should give birth to more shows likely to become the object of desire for brands. This is, after all, what brands are looking for when they sign advertising and sponsorship deals. And that's also what could ultimately drive Netflix's (currently declining) subscriber growth.
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SOURCE: Reviews News
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