Stranger Things - Marketing

David Gauntlett: 

•       'prosumer' 
• Online media offers easy and accessible tools for self-expression-igniting passions, ideas and meanings 
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How has Netflix attracted the audience for Stranger Things? 

Netflix has attracted the audience for Stranger Things by using nostalgia and intertextuality. Older generations would be reminded of the 70s and 80s and so would want to almost relive those memories through the series. Social media is also used to attract a younger audience and build a strong constituency. Famous actors such as Winona Ryder were cast to bring an audience that recognise her. Stranger Things was released in the summer when a lot of people are on holiday, and have time to binge-watch a series.  

What makes Netflix a useful platform for the distribution of Stranger Things? 

By using Netflix as a platform for the distribution of Stranger Things, the show offers its binge-ability by releasing all of its episodes at once. Netflix is an online monthly subscription streaming service, drawing 100 million users to its site, meaning it is ad-free. This means that the show is already readily available to a broad audience, with ages ranging from 18 to 49. The Duffer Brothers also benefit in the decision to use Netflix as a distributor as the number of episodes for the season is flexible. 

Why are prosumers central to Stranger Things' success? 

Prosumers are central to the success of Stranger Things as they allow the constituency to express their negotiated meanings. Resuming is also a method of below-the-line marketing (unconventional/non-traditional ways of marketing) by using tool such as social media. Prosumer content can easily go viral to attract new audiences. Prosuming also attracts millennials as they are engaged in social media and prosumer society. It also advertises and makes the brand more recognisable at no extra cost to the production company.  

What techniques have Netflix used to market Stranger Things? 

The use of cross media convergence is one of the major ways Netflix has promoted Stranger Things. They have social media accounts on platforms such as Twitter, Instagram and Snapchat. Netflix have used below-the-line marketing by using Spotify to market the series-users are paired with a character from Stranger Things depending on their music tastes. Netflix have used nostalgia marketing as another way to promote the series, such as the advertising of childhood foods (such as Eggo Waffles eaten by Eleven).