More than 100 brands appeared in the third season of 'Stranger Things' and more helped promote the series. Coca-Cola was the winner.
This story requires our BI Prime membership. To read the full article,The return of"Stranger Things" was a big a moment for brands as well as for Netflix.
"Stranger Things" returned for a third season on July 4 and almost immediately broke Netflix's viewership records.in its first four days on the streaming service, Netflix said, adding that it was the biggest debut for any series or movie the company has released. About half of those households — 18.2 million — completed season three by July 8.
It's not clear how effective the integrations and promotional partnerships were for Netflix or its brand partners. But data provided to Business Insider by third-party firms offer some clues. The soda brand got about five and half minutes of screen time during the season, according to Concave, which estimated the media value of Coca-Cola's placements at $1.5 million in the first three days of the show's release, based on traditional TV ad costs.
Coca-Cola received 13,311 pieces of press coverage — both"Stranger Things"-related and otherwise — across national and local US TV as well as digital media, during the 60 days ended July 8, showed data from Critical Mention, which monitors media mentions. Critical Mention estimated the value of Coca-Cola's earned media across US TV and digital at nearly $1.27 billion, with more than 32 billion household impressions.
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