Eggo x Stranger Things 3

Leading up to the release of Stranger Things season 3, we wanted to hype up a network of fans with Eggo as the focus. So, we took Eggo back to 1985 by leveraging old assets to create a campaign that seemed harmless on the surface—but upon closer look—strange things lurked underneath.

Case Study

Hawkins "IRL"

While fans chattered online leading up to Stranger Things season 3, we placed 11 faux billboards across Instagram, Facebook, and Twitter tagged with the 11 real towns across North America named Hawkins—the fictional town the show takes place in.

Easter Eggo Hunt

Knowing fans were watching to see what we would do next, we created an Easter Eggo hunt on Instagram. Here we used "lost" 80s Eggo ads with something strange about them… Within images of the Instagrid, we hid Stranger Things-themed easter eggs tagging them with accounts featuring different 80s ads—running into dead-ends here and there. The first 111 users that followed the end account and Eggo official were surprised with a fun Eggo x Stranger Things swag bag.

And people noticed.

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