Eggo | Stranger Things
For Stranger Things S3, Eggo wanted to join the conversation—without a Netflix partnership or money. So, we took them back to 1985 with their own authentic, vintage assets… but strange things lurked beneath.
The Easter Eggo Hunt
Part 1
We started by posting 11 faux billboards on social featuring 11 real towns named Hawkins. People caught on.
Part 2
Next, we used Instagram paid posts and stories to push to the start of the Easter Eggo Hunt.
Part 3
When fans discovered the hunt, they found “lost” 80s Eggo ads. They sniffed out hidden Stranger Things-themed clues, and followed tagged hints from one account to the next. The first 111 users to reach the end won an Eggo x Stranger Things swag bag.
The Vintage Eggo Box
We also released limited-edition 1985 packages of Eggo. Clicking through Instagram stories or an IMDB take over, folks could purchase a box of their own through Amazon fresh.
The Takeover
Last, we brought it to the streets with a Kellogg’s NYC takeover and summer food truck tour.
