Teaser Billboards in Hawkins
To signal that Eggo had something coming, we placed 11 faux billboards across Instagram, Facebook and Twitter tagged with the 11 real towns named Hawkins – which is the fictional town where Stranger Things takes place.
Instagram Easter Eggo Hunt
To start the “Easter Eggo Hunt” we used paid social to push people to Eggo’s Instagram account which is where the fun began.
Starting at Eggo’s Instagram page, we created multiple Instagram accounts and tagged them together to create an interactive experience called the “Easter Eggo Hunt”. Fans got to use their sleuthing skills to find Stranger Things easter eggs hidden throughout each page, which lead them from one account to the next until they found the end. The first 111 people who made it to the end and followed the account were surprised with a fun Eggo x Stranger Things swag bag.
Limited Edition 1985 Eggo Packaging
For super-duper-fans, we released limited-edition Eggo in throwback packaging on Amazon fresh and at random throughout stores. We used paid social and an IMDB site takeover to let them know.
