Unless you’ve been stuck in the Upside Down, you’ll know the final season of Stranger Things premieres in November and fans are already losing their minds. The show isn’t just entertainment, it’s a cultural juggernaut. And for marketers? It’s basically the Holy Grail. 

Because here’s the thing: you don’t need to be in Hawkins to ride the wave. The beauty of Stranger Things is that its IP is so distinctive, dripping with cultural cues, that brands can waltz in, borrow the nostalgia, and come out looking cooler than Steve Harrington’s hair. Let’s break down why this show is a co-marketing dream. 

IP That Practically Markets Itself 

Few shows hand marketers this many ready-made gifts. 

The retro aesthetic is pure catnip. Neon fonts, VHS fuzz, synth tracks that make you want to dust off a Walkman. Nostalgia is one of the most powerful emotional triggers in marketing, and Stranger Things has it on tap. 

The characters are iconic. Eleven turned a frozen waffle into a pop-culture symbol. Dustin made trucker hats cool again. Vecna even gave Kate Bush a new generation of superfans. When a villain can revive a 40-year-old song and make it a global chart hit, you know the IP has juice. 

The viral moments are built in. The alphabet wall with fairy lights. The Hellfire Club tee. The TikTok soundtracks. These aren’t just plot devices, they’re cultural currency. 

For brands, it’s like being handed a cultural vending machine. Insert campaign, out pops relevance.  

Brands that Crushed It in the Stranger Things Universe 

Some brands didn’t just watch the show they jumped headfirst into the portal. 

Domino’s nailed it with the “Mind Ordering” app, where fans could channel their inner Eleven and order pizza with their face. Equal parts creepy and genius. Check out the ad here 

Nike went full nostalgia with its Hawkins High collection, featuring vintage sneakers and varsity jackets straight out of the show. It wasn’t just merch it was wearable fandom. 

Eggo pulled off the comeback of the decade. From forgotten freezer snack to cult icon, thanks to Eleven. Kellogg’s doubled down with limited-edition flavours and packaging, proving lightning does strike twice if you’ve got the right IP. 

Each of these moves worked for one reason: they didn’t just slap a logo on a poster. They played the game. They made their brands feel like they belonged in Hawkins. 

So why does Co-Marketing work? 

It works because it’s not an ad break, it’s part of the show narrative. 

Studies show 77% of businesses see revenue gains from co-marketing. In fact Eggo reported a 14% lift in sales during the season’s run. And it’s not just marketeers saying it works. 68% of Gen Z’s say collaborations between brands and the entertainment they love (shows, music, gaming) makes them more likely to purchase.  The math checks out. 

When you partner with a show like Stranger Things, you’re not just a brand fighting for attention.  You’re stepping into a conversation already happening at scale. You’re borrowing trust, momentum, and cultural electricity. 

It’s why the biggest brand partnerships of all time (Nike × Apple, Red Bull × GoPro, Spotify × Starbucks) worked. They weren’t ads. They were worlds. Stranger Things is just the next playground. 

The Takeaway 

In today’s attention economy, shouting louder is pointless. You need to show up in ways that feel like culture, not commercials. Stranger Things proves how powerful that can be. 

So the question isn’t whether brands should get involved. It’s this: when the next season drops and the cultural tidal wave hits, will your brand be part of the story or just watching from the sidelines, clutching a dusty old waffle?