See how this partnership crunched the odds and bagged the flavors of victory!
If you are new to RDS, it is a framework structured like a pyramid, featuring 11 principles and 3 foundational elements. When effectively implemented, these principles help both business and individuals achieve their organizational and career goals. Today, let's shine a spotlight on the 7th principle of the RDS framework: Partner deliberately. Are you ready? Stick around to uncover how this strategic brand partnership secured the taste of triumph through deliberate partnering.
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See how this partnership crunched the odds and bagged the flavors of victory! Music, monsters, and snacks? The combination seems unlikely; however, everything is possible when you are transported to an alternate dimension for a “concert that never was!” In 2022, the crunchy allure of an American brand of flavored tortilla chips, Doritos, met the enigmatic world of Netflix’s megahit series, “Stranger Things.”. Together, the brands teamed up to create the iconic and nostalgic festival that never occurred in this dimension. Buckle up because today, we’re diving into the creation of the “Live from the Upside Down” concert—a chip-fueled gateway to the alternate dimension and a win-win for both brands! The Upside Down Nostalgia: How Netflix’s “Stranger Things” and Doritos Took Fans Back to The ‘80s Set during the 1980s, the “Stranger Things” series revolves around the small town of Hawkins, Indiana where people are constantly plagued because of the monstrous alternate dimension, the Upside Down. This dimension is accidentally opened by a government lab, creating a portal between the Earth and this unsettling dimension.
“Stranger Things” garnered a solid fan base throughout the years, with many fans eagerly waiting for Season 4. That is why for the launching of its 4th season in 2016, the mega-hit series partnered with the tortilla chip brand, Doritos. At first, the collaboration between the two brands seemed unlikely, because what does a tortilla brand have in common with a series about monsters and alternate dimensions? The surprising answer lies in their deep ties with the ‘80s and shared cultural references! It’s these unexpected elements that made the brands hit it off, making them strike gold together. So, how did both brands bring back their audience to that time? By using a time machine? A magic portal? A time-bending spell?
No… “Stranger Things” and Doritos did it through a music festival that never was!
Together with marketing agency Observatory, Netflix and Doritos created a virtual music festival set in the Upside Down, where Doritos bags served as concert tickets.
In the bags of chips, fans and viewers found the instruction:
“Scan a bag. Open the portal. Enjoy the show.”
By scanning this, they were able to gain access to the virtual music festival.
The concert line-up was full of stars from the ‘80s, with the Go-Go’s rocking the crowd with the ‘80s classics, “We Got the Beat” and “Our Lips are Sealed.”
Meanwhile, Corey Hart took the stage with his iconic hits, “Sunglasses at Night” and “Never Surrender.”
Adding to the excitement, Soft Cell surprised everyone with a duet of “Tainted Love,” featuring the contemporary pop star Charli XCX.
Besides the concert, both brands created line-up posters and merchandise inspired by both “Stranger Things” and Doritos, making it like a true music festival!
The production of the music festival was also integral, capturing the eerie vibes of the show with its vine-covered, spore-infested setting. That’s not all… During the 30-minute concert, viewers also spotted numerous easter eggs from the show including BMX bikes, a broken Hawkins National Laboratory sign, a phone booth, a “Dig Dug” arcade cabinet, half-buried TVs, Walkie-talkies, and more. These hints are also accompanied by a loop of VHS static, showcasing snippets from “Stranger Things” Season 4 and real Doritos ads from the ‘80s. Clearly, the music festival in another dimension left everyone buzzing… and the outcome? Doritos and Netflix’s collaboration took the Internet and fans by storm! According to The Drum, a global publisher for marketing and media industries, the collaboration amassed 303 million views across owned media like YouTube, with 22,000+ YouTube live chat messages. The concert invite scans were also staggering with 365,000+ scans! The collaboration also picked up 4 billion press impressions, helping both brands to be successful on its own. In fact, Doritos generated an 11% sales lift, 10% 3D sales lift, and a lift in market share, representing an annualized value of USD 45 Million. As per Forbes, Netflix’s “Stranger Things 4” became the most watched Netflix English-language series, garnering 1.35 billion hours on its first 28 days. Undoubtedly, the collaboration between Netflix and Doritos sparked excitement and boosted sales significantly, making the partnership both successful and profitable. Deliberate Partnerships for Thrilling Results What’s the mystery behind this entire “Upside Down” concept? It's simple: Tenet 7 of Professor Joel Litman and Dr. Mark L. Frigo’s Return Driven Strategy (RDS) framework, which emphasizes the significance of strategic partnerships in driving business success. According to Professor Litman and Dr. Frigo in their book, “Driven”: “[Companies must] consider a wide range of potential partnerships and be creative in developing new types of relationships that can support the competencies of the firm.” The partnership between Netflix and Doritos seemed unlikely at first because of their huge differences, with Netflix being a streaming media company and Doritos being a brand of tortilla chips. However, both brands managed to capitalize on this supposed mismatch by tapping into nostalgia and pop cultural appeal. Instead of solely relying on their “own,” both brands collaborated with various artists, integrated digital art and music, and targeted the younger and older generation that were interested in the ‘80s. Clearly, the collaboration between Doritos and Netflix’s “Stranger Things” underscored the power of strategic partnerships! This shows that unlikely yet meticulously crafted collaborations, combined with creativity, can yield great results and profit for brands or businesses. — If you’re looking to gain a better understanding of Return Driven Strategy and Career Driven Strategy, we highly recommend checking out “Driven” by Professor Litman and Dr. Frigo. Click here to get your copy and learn how this framework can help you in your business strategies and ultimately, in ethically maximizing wealth for your firm. Hope you found this week’s insights interesting and helpful. EXCITING NEWS AHEAD The world of work has shifted, and there’s no going back. The barriers to entry have never been lower for talented professionals to work independently, and today’s massive external workforce is hardly a pandemic-produced fad. Business owners can only survive in the new work landscape by partnering with this deep talent pool. With decades of experience in both small-business entrepreneurship and executive management at PwC, I truly believe that the future of work is independent. With that, I’m happy to share with you that my book, co-authored with Walter Scott Lamb, is now available for pre-order on Amazon! Free Birds Revolution: The Future of Work & The Independent Mind This is an essential read for both independent professionals and corporate executives. Here, we provide educational and practical guides to unpack the ever-growing workforce and offer you crucial ways to become a client of choice. Click on the link above to pre-order your copy. Let this book help you future-proof your career and organization in the new world of work. Stay tuned for next Tuesday’s Return Driven Strategy! AEven though companies like Nvidia Corporation have been getting lots of attention as of late due to the artificial intelligence (AI) boom, Apple continues to be one of the most valuable companies in the world with its market capitalization of USD 3.22 trillion. Learn more about how shifts in geopolitical dynamics and consumer sentiment and demand can negatively impact a business’ financial performance in next week’s article! |
