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<ul><li>“Today's product designs are inspired by yesterday's modern miracles,” says <keyword id="148038" type="General" weightage="100" keywordseo="tupperware" source="Orion">Tupperware</keyword> as it brings back its vintage ‘Wonderlier Bowl line,’ which is featured in Amazon Prime Video’s recently released <keyword id="6888608" type="General" weightage="20" keywordseo="The-Marvelous-Mrs-Maisel" source="Orion">The Marvelous Mrs. Maisel</keyword>’s Season Four.</li><li>Here’s a brief history of how Tupperware used ‘Patio Parties’ as its marketing model in the late-1950s to early-1960s to become a household name in America.</li></ul>I had my Friday night reserved for The Marvelous Mrs. Maisel’s Season 4. Amazon Prime Video has been releasing two episodes each week. It dropped episodes 3 and 4 on February 25, which goes on to show how society considers women as ‘failure’ over a single setback in their career. From shock, denial, and dealing with an emotional breakdown to starting all over again, <keyword id="13275485" type="General" weightage="20" keywordseo="miriam-midge-maisel" source="Orion">Miriam Midge Maisel</keyword>, played by <keyword id="1551776" type="General" weightage="20" keywordseo="rachel-brosnahan" source="Orion">Rachel Brosnahan</keyword>, goes through various stages of failure in Season 4. <br /><br />I couldn’t help but notice how her journey in this Season is very similar to Tupperware’s Vice President Brownie Wise from the early 1960s. Wise, the woman who built Tupperware’s empire in America through her ingenious marketing model, was at the peak of her career when she was fired from the organisation. So, when I saw Tupperware’s product placement in Amazon Prime Video’s The Marvelous Mrs. Maisel, it made perfect sense. Tupperware’s product placement is so seamlessly built into the narrative that people with only a penchant for marketing or advertising professionals would notice it. <br /><br /><strong>The Marvelous Partnership</strong><br /><br />After we saw Midge being dropped as the opening act for singer Shy Baldwin, she starts picking up the pieces in episode 3. She looks for a side-hustle and that’s when we briefly see her stepping into a new offstage role as an independent Tupperware Sales Representative. <br /><br />The plastic-maker Tupperware was quite popular in American kitchens in the late 1950s and has partnered with Amazon Prime Video to bring back its vintage Wonderlier Bowl line, which is featured in the series. Only available for a limited time, the five-piece pastel-hued Wonderlier Bowl set can be bought through <a href="https://www.tupperware.com/pages/maisel">Tupperware’s </a>website.<br /><br />As Midge hosts her first Patio Party aka Tupperware Party, she sells “Plastic, the modern miracle” to her close friends. “Ladies, these are some of the finest plastic products on the household market. There’s so much to choose from; there are so many convenient sizes -- so many vivid colors and you’re going to want it all,” she says, as she introduces the ‘Wonderlier’ and hopes that her friends would get excited about the newest product on the block in the 1950s. <br /><br />Midge cleverly doesn’t mention the brand Tupperware in that presentation and you could faintly hear the brand as her friends chatter in the background. She later adds that she will announce the winner of the ‘Silliest Tupperware Hat’ as we see women in the background, who have fashioned Tupperware bowls and glasses into a hat on their heads. <br />          <div type="image" title="Mrs maisel tupperware party" msid="89898779" hostid="261"></div><br /><strong>Transporting back to Tupperware’s golden era: How it cracked the market with a brilliant marketing strategy</strong><br /><br />When Earl Tupper launched its range of plastic containers in the 1940’s, he was faced with the biggest challenge. Its target audience simply did not like plastic. This was during World War II, when <a href="https://www.bbc.com/news/magazine-27442625">plastic was only used</a> for everything from insulation wiring to truck parts but not for home use. American kitchens were filled with glass jars and ceramic and had no place on their shelves for anything plastic. <br /><br />Tupperware’s very first range of containers, ‘Wonderlier Bowl’ line gathered a lot of <a href="https://www.smithsonianmag.com/smithsonian-institution/story-brownie-wise-ingenious-marketer-behind-tupperware-party-180968658/">appreciation </a>from the design and media industry, however, the plastic-maker still struggled to find its place in the consumer kitchens and their hearts. <br /><br />The company was about to go under when Brownie Wise in Miami, their leading seller, came up with a ‘marvelous’ solution. To penetrate the market and get American wives excited about plastic containers, Wise suggested ‘Patio Parties.’ As the picture below by the National Museum of American History shows, parties were Tupperware’s ‘answer’ to a very complex market problem.<br />          <div type="image" title="Tupperware - 1950" msid="89898739" hostid="261"></div><br />Wise recruited women to sell some plastic containers for her. They organised Patio Parties, wherein women would demonstrate novel products and discuss how the latest colour in Tupperware’s Wonderlier Bowl line excited them, over a cup of coffee and local gossip. To up the fun, Wise added a few party games. In the picture below, Wise herself throws a balloon in the air. These party games have also made an appearance in The Marvelous Mrs. Maisel's newest season.<br />                <div type="image" title="Tupperware Ms Wise" msid="89898650" hostid="261"></div><br />Pioneer of the Patio Parties, Wise was appointed as Tupperware’s Vice President in 1951 and was responsible for building the home party business. She built the Tupperware empire and helped the brand become a household name. In the 1950s, Tupperware <a href="https://www.smithsonianmag.com/smithsonian-institution/story-brownie-wise-ingenious-marketer-behind-tupperware-party-180968658/">sales </a>soared and hit $25 million in 1954 on the back of Wonder Bowl, Ice-Tup popsicle molds, which were a hit in Patio Parties. Tupperware knew the importance of Community Marketing even before it was a thing. Wise built a network of 20,000 women and none of them were Tupperware’s employees.<br /><br />                  <div type="image" title="Mrs maisel tupperware 1" msid="89898525" hostid="261"></div><br />Tupperware parties became one of the fastest-growing marketing programs in the US and women of all ages and colours would host and join these very popular parties. It also empowered women to become independent in the 1950s from the safety of their homes, many of whom came onboard as full-time party organisers later.<br /><br />Unfortunately, the Founder of the Company Tupper fought frequently with Wise over company strategy and management. As she got all media attention and Tupper saw her as a threat, Wise was fired in 1958. Wise took the matters to court and got $30,000 as her compensation, which was her annual salary back then. She joined a cosmetic company later and continued organising Patio Parties for them. <br /><br />Wise was fired from Tupperware at the peak of her career but that didn’t stop her, just like Mrs. Maisel. It is difficult for women to start over after a setback when society just eagerly waits for us to fall and stop. It must have been harder for Wise to be sacked in the late 1950s when women were just expected to be mothers or wives. Just like Midge was told to focus on her family and keep tending to her children when she started pursuing comedy or faced minor setbacks, Wise’s journey would not have been very different than hers. Back then, having a professional dream, pursuing it despite a lot of resistance from society with almost no backing from your family and no resources to fall back on, was quite rebellious. In real life, change-makers like Wise and in the fictional world, characters like Miriam Maisel push women to keep trying harder. <br /><br />In season 4 of Marvelous Mrs. Maisel, Miriam normalises having an emotional breakdown, makes the audience laugh through it as she turns tragedy into comedy and reminds women that it is okay to fall, stop for a while and then get back onto your path, just marvelously!<br />

The Marvelous Mrs. Maisel's latest episode briefly shows how Tupperware cracked a very difficult market with its brilliant marketing strategy in the 1950s

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Omnicom <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">Media</keyword> Group</span></p><p class="caption">Catherine Sullivan, chief investment officer for North America at Omnicom Media Group.</p></div><p></p></div></div></p><ul class="summary-list"><li><strong>WIth TV ratings shrinking and new, ad-free streaming services on the horizon, Omnicom Media Group is focusing on big partnerships with Amazon and Netflix, said Catherine Sullivan, chief investment officer for North America at Omnicom.</strong></li><li><strong>Sullivan said Omnicom has a deal with Amazon to insert product and brand integrations into Amazon <keyword id="46801" type="COMPANY" weightage="60" keywordseo="prime">Prime</keyword> subscription-based shows and expects those shows to eventually live in Amazon's streaming service IMDb TV, where they'll be available to advertisers.</strong></li><li>Sullivan said Omnicom is also doing more upfront buys with TV networks to offset shrinking TV ratings.</li><li><strong><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a>.</strong></li></ul><p>Declining TV ratings and the rise of ad-free streaming services makes it hard for advertisers to maintain the broad reach they've become accustomed to.</p><p>Advertisers must strike big deals with streaming platforms and upfront packages with networks, a top exec from Omnicom Media Group said.</p><p>Streaming services like <a href="https://www.businessinsider.com/nbc-peacock-streaming-service-netflix-rival-details-release-date-2019-9">NBC's Peacock</a> and WarnerMedia's HBO Max give advertisers new ways to reach consumers, but others that are coming from Disney and Apple are ad-free, said Catherine Sullivan, chief investment officer for North America at Omnicom Media Group. Plus, all these services have different ways of measuring viewing, and some are reluctant to share data.</p><p>"Consumers are spending more time than ever with premium video, but trying to stitch all that together is really hard," she said.</p><p><em><strong>Read more:</strong> <a href="https://www.businessinsider.com/netflix-must-launch-cheaper-plan-ads-after-disney-apple-analyst-2019-9">Netflix must launch a cheaper, ad-supported plan to combat Disney, Apple, and Amazon, according to a Wall Street analyst</a></em></p><p>Omnicom is working around ad-free platforms by striking product placement and brand integration deals with <a href="https://www.businessinsider.com/netflix-marketing-strategy-brand-deals-campaigns-partners-details-2019-6/">Netflix and Amazon</a> shows like, respectively, "Stranger Things" and "The Marvelous Mrs. Maisel." In the case of Amazon, Sullivan said that Omnicom has a holding company-level deal with the company.</p><p>Sullivan said that while Amazon is newer than Netflix at this work, she thinks there's a big opportunity to insert marketing messages and product placements into Amazon Prime shows. And while Amazon's original shows are ad-free for now, she said she expects those shows to eventually be distributed in Amazon's IMDb TV, which is ad-supported.</p><p><em><strong>Read more: </strong><a href="https://www.businessinsider.com/the-rise-of-ad-free-services-like-netflix-is-a-big-problem-for-advertisers-2019-4">People are flocking to Netflix and Hulu, and it's a growing concern for advertisers needing to market to the rich</a></em></p><p>"There's no question that they're going to figure it out and be a major force in the next couple of years," she said. "We're impressed with what we've seen so far with some of their content."</p><h2>Omnicom is shifting money to upfront from scatter markets</h2><p>Sullivan said Omnicom is also heavying up on upfront buys with TV networks to offset shrinking TV ratings that reduce the ad inventory available to advertisers, and avoiding the more expensive scatter market.</p><p>"We've been telling our clients to stay away from the scatter market - I don't want to see them ever doing that," Sullivan said.</p><p>As marketers look to move budgets from linear and OTT <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword>, agencies are adjusting how they buy. At Omnicom, Sullivan has restructured linear and digital teams so they work closer together, she said.</p><p class="tagline"><a href="https://www.businessinsider.com/intelligence/top-10-trends-in-digital-media?IR=T&amp;itm_source=businessinsider&amp;itm_medium=ctgr_bii&amp;itm_term=ctgr_leadgen&amp;itm_content=netflix&amp;itm_campaign=top-10-trends-in-digital-media"></a></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/warnermedia-molly-battin-marketing-exec-on-the-future-industry-2019-9">WarnerMedia exec reveals how the company's marketing strategy has changed to keep up with the audience</a></h3>        <div>                    </div>    </div>

With the TV business in flux, Omnicom is betting on Amazon and Netflix partnerships to reach TV-like audiences

<br /><ul><li>MUBI subscribers now get a chance to enjoy hand-picked films on the big screen. <br /></li><li>First weekly curated <keyword id="9444894" type="General" weightage="20" keywordseo="MUBI-GO" source="Orion">MUBI GO</keyword> film is Daniels<em>’ Everything Everywhere All At Once </em><br /></li><li>Subscribers can redeem their weekly ticket via the MUBI GO app and also receive access to the MUBI streaming platform. <br /></li></ul>Mubi, the global streaming service, production company, and film distributor has partnered with <keyword id="89807" type="General" weightage="80" keywordseo="pvr-cinemas" source="Orion">PVR Cinemas</keyword> to launch MUBI GO, previously introduced in 2019 for Indian audiences. Starting today, MUBI members will again be able to enjoy watching globally acclaimed films in <keyword id="799" type="General" weightage="100" keywordseo="pvr" source="Orion">PVR</keyword> <keyword id="6376098" type="General" weightage="80" keywordseo="cinemas" source="Orion">cinemas</keyword> across India as part of their subscription. <br /><br />MUBI GO provides members with the opportunity to see a hand-picked film, chosen by MUBI’s curators, in PVR cinemas each week. Subscribers can redeem their weekly ticket via the MUBI GO app and also receive access to the MUBI streaming platform. New users can subscribe to MUBI GO at an introductory offer of just ₹2499 for a one year subscription, available only for a limited period.<br /><br />The films selected for MUBI GO each week will highlight incredible cinema from around the globe, including titles from partner distributors that will not appear on MUBI’s streaming platform.<br /><br />This week’s hand-picked film for India is Dan Kwan and Daniel Scheinert’s acclaimed Everything Everywhere All at Once. The cast includes Michelle Yeoh (<em>Crazy Rich Asians</em>, <em>Tomorrow Never Dies</em>), Stephanie Hsu (<em>The Marvelous Mrs. Maisel, Set It Up</em>), Ke Huy Quan (<em>Indiana Jones and The Temple of Doom</em>) and Jamie Lee Curtis (<em>Knives Out, True Lies</em>), among others. It’s a film about an aging Chinese immigrant swept up in an insane adventure, where she alone can save the world by exploring other universes connecting with the lives she could have led.<br /><br />Svetlana Naudiyal, Programming Director, Asia commented: “As the biggest fans of the theatrical experience, we are thrilled to bring back MUBI GO in India, in association with PVR Cinemas. We truly believe in celebrating cinema in all forms and therefore it gives us great joy that we are able to do our bit for the film distribution ecosystem through. MUBI GO received immense love and appreciation on its launch prior to the pandemic. We are excited that our members can once again watch amazing films not only online but also in real cinemas across the country.”<br /><br />Commenting on the renewal of the partnership after PVR Cinemas reopened after the pandemic, Sanjeev Kumar Bijli, Joint Managing Director, PVR Limited, said,<em> “Film exhibition business was one of the earliest and the hardest to be hit by the global pandemic and everyone thought that the golden days of cinema was over. However PVR as a brand showed resilience by continuing to redefine itself, personalize experiences and stay relevant to changing times. It always believed that OTT as home entertainment and Cinemas as out-of-home entertainment will co-exist. The renewal of the PVR and </em>MUBI GO<em> association after cinemas are back in action demonstrates this belief”.</em><br /><br /><strong>MUBI GO : How does it work?</strong><br /><br /><ul><li>Each week, MUBI’s curators hand-pick a new film opening in theaters as the “Film of the Week.”<br /></li><li>Members receive a ticket code generated via the MUBI GO app that can be presented each week at participating theaters to claim one complimentary ticket. <br /></li><li>By subscribing to MUBI GO, members will also receive full access to Mubi’s streaming platform.<br /></li><li>For a limited time, new users can sign up for a one-year MUBI GO subscription at a special discounted price of ₹2499 (regularly priced at ₹3,588).<br /></li></ul>MUBI GO launched in 2018 in the UK, 2019 in India and Ireland, 2021 in the US.<br />

MUBI brings back MUBI GO – partners with PVR Cinemas to give subscribers one free ticket every week

<ul class="summary-list"><li><keyword id="191583" type="PERSON" weightage="60" keywordseo="Jeff-Bezos">Jeff Bezos</keyword> and Dwayne "<keyword id="484001" type="ENTERTAINMENT" weightage="60" keywordseo="The-Rock">The Rock</keyword>" Johnson posted a picture together on Instagram. </li><li>Johnson donned a blue <keyword id="18635" type="CITY" weightage="60" keywordseo="Amazon">Amazon</keyword> polo shirt, saying he felt like he was "twinning" with Bezos.</li><li>The two moguls teased an upcoming project from <keyword id="1608275" type="PERSON" weightage="60" keywordseo="Amazon-studios">Amazon Studios</keyword> and Johnson's production house.</li></ul><p>A "big announcement" is on the way from two of the world's most well-known moguls.</p><p>Dwayne "The Rock" Johnson posted a photo on Instagram Sunday night of him and Amazon CEO Jeff Bezos with their arms around each other on a beach accompanied by a caption teasing an upcoming partnership between Amazon Studios and Seven Bucks Production, the production company founded by Johnson and his manager, Dany Garcia. </p><p>"Exciting week coming up as our <a href="https://www.instagram.com/amazonstudios/">@amazonstudios</a> &amp; <a href="https://www.instagram.com/sevenbucksprod/">@sevenbucksprod</a> come together for a big announcement to deliver fun to families around the world," Johnson wrote. "Shared passions and always putting in the hard work with our own two hands. I look forward to this one, brother."</p><p>He added that "Teremana is on the way," a the small-batch tequila company he launched in March of last year.</p><p><em><strong>Read more: </strong><a href="https://www.businessinsider.com/the-amazon-media-executives-to-know-2020">Meet the 18 key execs who are leading Amazon's ambitions to take on heavyweights like Netflix and Hulu in media</a></em></p><p>Johnson - who made an estimated $87.5 million last year and topped <a href="https://www.forbes.com/sites/maddieberg/2020/08/11/the-highest-paid-actors-of-2020-dwayne-johnson-ryan-reynolds/#3260872c112b">Forbes' list of the highest paid actors</a> - also joked in the caption about his and Bezos' different life trajectories. Bezos, whose <a href="https://www.bloomberg.com/billionaires/profiles/jeffrey-p-bezos/?sref=BWbpWjRm">fortune is worth roughly $200 billion</a>, is the world's richest person. </p><p>"One of us graduated Summa Cum Laude from Princeton and the other once asked his criminal law professor if he could 'slip me a few answers' so he could guarantee an A on his midterm exam," he wrote. </p><p>Despite their respective fortunes, however, the two men kept it casual in sunglasses and t-shirts, and Johnson even sported a blue Amazon polo for the occasion. </p><p>"When I rock my Amazon shirt for our meetings to talk shop it sorta makes us twinning," he wrote. </p><p>While details are scarce about the upcoming project, Johnson's production company is behind a range of his recent movies, including "Hobbs &amp; Shaw" and "Skyscraper," as well as more family-friendly fare like "Jumanji: Welcome to the Jungle" and "Jungle Cruise." Amazon Studios, meanwhile, is behind shows like "Jack Ryan" and "The Marvelous Mrs. Maisel" and films like "Late Night" and "Manchester by the Sea," plus a slew of children's programming. </p>

The Rock and Jeff Bezos are working together on a 'big announcement' coming this week: 'I look forward to this one, brother'

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>AP</span></p><p class="caption">Walmart&#xa0;has struck deals to back original TV shows and other programming.</p></div><p></p></div></div></p><ul class="summary-list"><li><a href="https://www.businessinsider.com/category/walmart">Walmart</a> has struck deals to back original TV shows and other programming that will air on its streaming service, Vudu. </li><li>The retailer's streaming videos will be geared towards Walmart's customer base of middle- and lower-income shoppers who don't live in major cities, who Walmart believes to be underserved by current options like Netflix and Amazon.</li><li>Walmart's emphasis on creating video content to boost existing customers' loyalty has the potential to result in the proliferation of a distinct new wave of original programming.</li></ul><p><a href="https://markets.businessinsider.com/stocks/wmt-stock">Walmart</a> is developing a new weapon against Amazon. </p><p>On Thursday, the company announced a partnership with interactive video startup Eko. Walmart also struck a deal with MGM Holdings earlier this week to create original content for Vudu, the streaming service Walmart acquired in 2010, <a href="https://www.wsj.com/articles/walmart-cuts-online-video-deals-in-bid-to-become-entertainment-hub-1539259201">the Wall Street Journal reports.</a></p><p>Walmart spokesperson Justin Rushing told the Journal that the retailer plans to license videos for Vudu aimed at the company's "<span>core middle- and low-income shoppers in rural and suburban communities, a demographic Walmart believes is underserved by current streaming services." </span></p><p><span>The first original show that will come out of Walmart's deal with MGM is a remake of "Mr. Mom," which is expected to debut in 2019. Walmart doesn't have plans to launch a separate subscription video service, but instead wants to strengthen Vudu and deepen customer engagement, the Journal reports.  </span><span></span></p><p><span>Amazon has used its Prime Video service to convince subscribers to become more loyal shoppers. The company has also found critical success for its original programming, with "The Marvelous Mrs. Maisel" virtually sweeping the 2018 Emmys. </span></p><p><span>Netflix has also found critical success with original shows such as "Orange Is the New Black" and "Stranger Things." </span></p><p><span>However, both Amazon and Netflix have been criticized by some conservatives for what they see as a liberal bias. <a href="http://fortune.com/2018/05/22/netflix-users-obama-boycott/">Some Netflix users threatened to cancel their subscriptions</a> after the company announced a multi-year deal with the Obamas. And, Amazon and its CEO Jeff Bezos have been frequent targets of conservative criticism, including from President Donald Trump. </span></p><p><span>Conservatives have argued that the entertainment industry tends to <a href="https://nypost.com/2018/01/29/tim-allen-joins-docudrama-taking-down-pc-culture/">emphasize progressive perspectives</a> to the detriment of the right. <a href="https://www.politico.com/magazine/story/2017/11/12/tv-shows-economic-diversity-215818">The lack of shows focused on poor and working-class families</a> has also been criticized. </span></p><p><span>Walmart's emphasis on videos that will be used to convince middle- and working-class customers to become more loyal shoppers has the potential to result in the proliferation of a different type of original programming. </span></p><p><span>Amazon Prime customers tend to be <a href="https://markets.businessinsider.com/news/stocks/amazon-walmart-fighting-in-4-trillion-dollar-market-morgan-stanley-2018-8-1027487497">wealthier than the average Walmart shopper.</a> As the two <keyword id="6354851" type="UNKNOWN" weightage="100" keywordseo="retail">retail</keyword> giants work to create original videos to win over customers' loyalties, the division in demographics is likely to play a major role in what new television shows and other original content end up being produced. </span></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/vanilla-expensive-stolen-madagascar-2018-9">Why vanilla is so expensive</a></h3>        <div>                    </div>    </div>

Walmart is helping launch original shows, claiming that Netflix and Amazon don't make enough content aimed at its core Middle America shoppers

<p></p><div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div><p></p><div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div><ul class="summary-list"><li>Netflix has deals with dozens of brands including Coca-Cola, Baskin-Robbins, and Nike to spread the word about "Stranger Things," which returns for a third season on Jul. 4.</li><li>The show, created by the Duffer Brothers, leans on name-brands from the 1980s to capture the spirit of the decade, and lends itself to creative brand partnerships, like Burger King's Upside Down Whopper sandwiches and an H&amp;M clothing collection.</li><li>Netflix's global partner marketing and consumer products teams are also reaching out to brands to promote other tentpole Netflix originals, through licensing deals or broader marketing partnerships.&#xa0;</li><li>The collaborations are testing people's appetites for engaging with Netflix franchises outside of the streaming platform, as well as their willingness to accept Netflix shows being associated with brands, people close to Netflix's marketing efforts told Business Insider.</li><li><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories.</a></li></ul><p>It begins like any other Coca-Cola commercial. The soda brand's logo blares in the background as two teenagers buy a snack from a vending machine. A young couple shares a kiss near a Coke can. And a teenager sips from a refreshing soft drink on his way into a movie theater.</p><p>Only, it's 1985. The town is the fictional, Hawkins, Indiana. And the teenagers are characters from the Netflix original series, "Stranger Things."</p><p>&#xa0;</p><p>Netflix teamed up with Coca-Cola on the commercial - playing in cinemas and online - for the return of its blockbuster original series "Stranger Things," which returns for a third season on Jul. 4. The ad was directed by the show's creators, Matt and Ross Duffer. The entertainment partnership - one of Coca-Cola's biggest - also included a limited revival of a defunct product, New Coke, which appears in the new season, as well as bottles, cans, and other elements inspired by the show.</p><p>Coca-Cola is one of dozens of brands that Netflix is working with to spread the word about "Stranger Things" through licensing deals or broader marketing campaigns. Baskin-Robbins has "Stranger Things"-themed ice cream flavors. Burger King has Upside Down Whopper sandwiches. H&amp;M has a clothing collection inspired by styles from show. Nike released a special sneaker collection.&#xa0;</p><p><span>Netflix said it had agreements with around 75 brands to promote "Stranger Things," the <a href="https://www.nytimes.com/2019/05/21/business/media/new-coke-netflix-stranger-things.html">New York Times previously reported</a>.</span></p><p>The deals are testing people's appetites for engaging with Netflix franchises outside of the streaming platform, as well as their willingness to accept Netflix properties being associated with brands, people close to Netflix's marketing efforts told Business Insider.</p><p>Netflix's pursuit of marketing partners also comes at a time when the streaming giant is trying to keep its 148 million paid subscriber base from flatlining in the US, and growing heartily abroad.</p><p>"It's not about the dollars," Stacy Jones, CEO of the entertainment-marketing agency, Hollywood Branded, said. "They're doing it to drive viewers to subscribe or sign up for Netflix."</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div><p>"Stranger Things" is one of Netflix's biggest hits and cultural touchstones. The show is also fertile ground for brand partnerships. It takes place in the 1980s. The creators - pop-culture aficionados, the Duffers - deploy a litany of products from the decade, like the Dungeons and Dragons table-top game, Polaroid cameras, Mrs. Butterworth's syrup, Eggo waffles, and Coca-Cola cans, to evoke the spirit of Eighties in the show.</p><p>After the first season of "Stranger Things," Netflix latched on to the opportunity to work with brands to get the show more exposure, and draw viewers and subscribers to the platform. The streaming giant is actively pursuing more of these kinds of deals to draw attention to tentpole originals, like "Stranger Things," "Glow," and, "Queer Eye."</p><p>Brands have a long history of sponsoring TV shows - <a href="https://www.cincinnati.com/story/news/2017/10/04/our-history-p-g-put-soap-soap-opera/732149001/">dating back to the 1950s</a> when soap makers like P&amp;G sponsored daytime dramas, dubbed "soap operas."</p><p>But promotional partnerships, like the co-marketing deals that Netflix is cutting, are more common in the movie business. It's easier for brands to roll out a campaign around a theatrical release date than a full season of a show. And, with movies, there are no conflicts with network ad sales teams, which may have exclusive deals with brands that could preclude individual shows from partnering with competitors of those brands.</p><p>Streaming-video services like Netflix, where there are no ads and episodes are often released simultaneously, better resemble the movie business.</p><p>"S<span style="font-weight: 400;">treaming is much more like movies than it is TV shows, to me," David Nagel, senior director of consumer engagement at Baskin-Robbins, said. "There's that moment in time, that launch period. And with the advent of binge-watching, people can watch entire seasons in one or two days. It creates much more of that movie feel."</span></p><h2><span style="color: #000000;">Netflix has resisted advertising on its platform</span></h2><p>Netflix, like other premium-entertainment channels including HBO, has often shied away from anything that would make its originals look too commercial. It doesn't show traditional ads, though <a href="https://www.cnbc.com/2019/06/20/netflix-is-going-to-get-ads-sooner-or-later-say-executives-from-hulu-and-nbc.html?__source=twitter%7Cmain">other media execs speculate</a> it's only a matter of time until Netflix gets into the ad business. The original productions that Netflix produces itself, like "Stranger Things," usually don't include paid product-placements - though other Netflix originals may.</p><p>Off of the platform, it's a different story. The boost in brand deals outside of Netflix's service come as the streaming giant is trying to continue growing and facing greater threats from rivals like Amazon and Hulu, and up-and-comers like Disney and Apple.</p><p>Netflix is <a href="https://variety.com/2018/digital/news/netflix-original-spending-85-percent-1202809623/">spending most</a> its <a href="https://variety.com/2019/digital/news/netflix-content-spending-2019-15-billion-1203112090/">eight-figure content budget</a> on original series and movies, as it gets more expensive to license shows from outside studios, and companies like Disney, WarnerMedia, and NBCUniversal reserve more of their popular programming for their own services.&#xa0;</p><p>Last year, Netflix spent $2.4 billion on marketing, about 65% more than the year before, as it released and promoted more originals.&#xa0;</p><p><em><strong>Read more</strong>:&#xa0;<a href="https://www.businessinsider.com/disney-plus-netflix-marketing-spend-2019-6">How Disney's marketing advantage over Netflix will be its secret weapon in the streaming war</a></em><strong><br /></strong></p><h2>Marketing the Upside Down&#xa0;</h2><p>When "Stranger Things" debuted in 2016, Netflix did its own marketing to promote the show, including a <a href="https://www.twitch.tv/videos/78102556">four-hour Twitch livestream</a> of influencers playing video games from the 1980s that ended with a clip from the first episode, as well as a <a href="https://variety.com/2016/digital/news/netflix-stranger-things-vr-virtual-reality-1201830670/">360-degree video experience</a> of the Byers' home from the show.</p><p>The first season prominently featured name-brands like Eggo, but the Kellogg's-owned frozen-waffle company didn't pay to become character Eleven's favorite food. The Duffers wrote it into the show on their own. Eggo also didn't promote the series until <a href="https://adage.com/article/cmo-strategy/eggo-plays-moment-stranger-things-spotlight/310908">after the first season</a> premiered. Eggo shared recipes inspired by each episode of the second season and <a href="https://www.inverse.com/article/27451-stranger-things-eggo-commercial-real-season-2-super-bowl-trailer">lent Netflix a clip from a 1980s Eggo commercial</a> to be used in a Super Bowl spot, among other efforts.</p><p>&#xa0;</p><p>Interest in "Stranger Things" exploded after the show debuted thanks to rave reviews and strong word-of-mouth.</p><p>About three months before "Stranger Things" was due to return for season two, the ride-sharing app Lyft reached out to Netflix's partner marketing team, led by Barry Smyth. The group was focused mainly on deals to promote the Netflix service as a whole with device makers and other partners.</p><p>Halloween is one of the biggest nights of the year for Lyft. And the second season of "Stranger Things" was scheduled for release over the holiday weekend. Lyft - which said it was introduced to Netflix by entertainment agency, United Talent Agency Marketing - saw an opportunity for the two companies to work together on an experience around the show.</p><p><span style="font-weight: 400;">"'Stranger Things' was one of the most-anticipated shows of the year," Austin Schumacher, head of culture and entertainment marketing at Lyft, said. "We wanted to give our community a unique experience. We wanted to tap into a cultural moment. And it sounded like it would also make sense for Netflix to leverage our audience."</span></p><p><span style="font-weight: 400;">Netflix told Lyft it hadn't really done anything like that around a show before, but was open to ideas.</span></p><p><span style="font-weight: 400;">Lyft's in-house creative team presented a few concepts for "Stranger Things"-inspired </span><span style="font-weight: 400;">experiences that would live both inside and outside of the Lyft app. The creative teams from the two companies then worked together on the campaign. Lyft and Netflix shared the costs, Schumacher said.</span><span style="font-weight: 400;"></span></p><p><span style="font-weight: 400;"><div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div></span></p><p><span style="font-weight: 400;">The campaign included a "Strange Mode" in the Lyft app that offered users free rides in Los Angeles and Philadelphia during the weekend of the show's release, as well as a <a href="https://www.buzzfeed.com/caseyrackham/stranger-things-lyft-experience">bizarre in-car experience</a> for some riders. </span></p><p>The partnership with Lyft was one of the first major deals Netflix made with a brand to promote an original series.&#xa0;</p><p>Since then, Netflix has cut deals with brands like<a href="https://deadline.com/2018/06/glow-lyft-rides-limo-netflix-los-angeles-las-vegas-1202417676/"> Lyft on "Glow,"</a> ice creamery Humphry Slocombe&#xa0;<a href="https://www.licenseglobal.com/television/queer-eye-ice-cream-unveiled">on "Queer Eye</a>," and the dozens of brands that have licensing or co-marketing deals tied to "Stranger Things."</p><h2>The upshot</h2><p>Netflix typically isn't being paid for these deals. The partnerships are getting the streaming service exposure in marketing channels, and with audiences, that Netflix couldn't buy itself. Coca-Cola, Baskin-Robbins, and H&amp;M got Netflix into physical stores, for instance, and the Whopper partnership put "Stranger Things" in some Burger King restaurants.</p><p>"These moments and channels that brands own - and that advertising can't buy - are what these streaming platforms are looking to tap into," Julian Jacobs, co-head of United Talent Agency's marketing arm, said.</p><p>Amazon Studios has inked similar deals with brands <a href="https://www.mediapost.com/publications/article/334003/amazon-maxwell-house-team-for-mrs-maisels-hagga.html">like Maxwell House</a> around originals like "The Marvelous Mrs. Maisel." HBO also partnered with Bud Light to <a href="https://www.youtube.com/watch?v=8fhOItB0zUM">promote "Game of Thrones" in the Super Bowl</a> in 2019.</p><p>As Netflix spends more on marketing to draw attention to its biggest originals, the deals are also tapping into dollars that other marketers are already spending.&#xa0;</p><p>Summer is ice cream season and when Baskin-Robbins ramps up its marketing. Netflix reached out to Baskin-Robbins in April to talk about a potential partnership tied to "Stranger Things." The third season premieres in the middle of the summer and part of it takes place in a fictional ice-cream shop, called Scoops Ahoy.</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div><p>Baskin-Robbins spent a bit more than it normally does on marketing during the summer months to promote "Stranger Things" and itself.</p><p><span style="font-weight: 400;">"We did over invest in this property," Nagel, at Baskin-Robbins, said. "</span><span style="font-weight: 400;">We knew [the show's return] was something that people were going to be really excited about, kind of like the lead up to 'Game of Thrones.'"</span></p><p><span style="font-weight: 400;">The ice-cream company, which has run promotions around movie releases before, also invested in "Stranger Things" with custom ice-cream flavors, products, and a TV commercial in the hopes of it "maybe making us a little bit cooler," Nagel said.&#xa0;</span><span style="font-weight: 400;"></span><span style="font-weight: 400;"></span></p><p>Baskin-Robbins isn't the only brand hoping to tap into Netflix's zeitgeist-hitting originals.</p><p>"Every client that we talk with, every new sales conversation that we have, it is driven by them wanting to talk about partnerships in [streaming-video-on-demand] - and more so Netflix than other platform," Jones, at Hollywood Branded, said. "Time and time again, it's Netflix shows that pop up as being the primary water-cooler-moment types of content that brands know about."</p><p>The media spend for the types of co-marketing campaigns tied to movies or TV shows that Netflix is now making can range from $500,000-$5 million, Jones said, depending on how the content is tied into the brands' retail space, or TV, digital, and other efforts.</p><h2>Netflix's partner-marketing approach</h2><p>Netflix is approaching partner marketing a lot like a movie studio would. It's being selective about the movies and series it connects marketers to, and focusing on tentpoles where brands naturally tie into the content.</p><p>Netflix staffers are reaching out to more brands directly, instead of taking creative pitches from marketers like it did with Lyft.</p><p>Smyth has a small team of about five or so people, based in Los Angeles, who are developing partner-marketing ideas to bring to brands, which add to broader show campaigns. They also work closely with the global consumer-products group run by Christie Fleischer, who joined Netflix from Disney in 2018, to build on existing licensing deals, like those with Nike or Lego for "Stranger Things."</p><p>The Baskin-Robbins partnership started with the consumer products team, which reached out to Nagel at Baskin-Robbins through LinkedIn about a licensing opportunity tied to the Scoops Ahoy ice-cream parlor in season three.</p><p></p><div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div><p>"<span style="font-weight: 400;">I thought I was getting punked from somebody inside the organization," Nagel said, of when he was contacted via LinkedIn. </span></p><p><span>The deal grew from there. The partner marketing team got involved. Nagel and other folks from Baskin-Robbins flew to Los Angeles to read scripts from the new season of "Stranger Things" and see how Scoops Ahoy was being incorporated. </span><span>Baskin-Robbins dug into its own archives to see how its ads from the 1980s were created and produced.</span></p><p><span style="font-weight: 400;">"It was kind of a labor of love with both us with more than just a business partnership," Nagel said, adding that the Duffers set the authentically Eighties tone. "We had a lot of fun with it."</span></p><p><span style="font-weight: 400;">Since Jun. 1, Baskin-Robbins "Stranger Things"-themed ad has aired 899 times on national US TV, a media buy worth roughly $1.4 million, estimated EDO, a firm that measures engagement with TV ads. The campaign runs through the end of July.</span><span style="font-weight: 400;"></span></p><p><span style="font-weight: 400;">Netflix is certainly warming to working with brands outside of its platform, but on-platform is another story.</span></p><p><span style="font-weight: 400;">"The question is what will they allow on their platforms," a source who works closely with brands and entertainment companies, said. "The 'Stranger Things' efforts across these brands is a bit of an experiment. If the marketplace rejects this, they'll be done. But it seems like the marketplace is rejoicing in these efforts."</span></p><div></div><div></div>

Inside Netflix's marketing strategy for 'Stranger Things,' the show that supercharged its work with brands like Lyft and Coca-Cola

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><p class="source"><span>Apple</span></p><p class="caption">Steven Spielberg at the Apple special event on Monday, March 25.</p></div><p></p></div></div></p><ul class="summary-list"><li>Apple announced Apple TV+ on Monday, an ad-free subscription video service that will debut this fall and include original TV shows.</li><li>Apple's streaming effort is very similar to Amazon Prime Video, in that it includes original content as well as "Channels" that allow users to subscribe to premium services like Showtime and HBO.</li><li>The one big thing that differentiates Prime Video from Apple TV+ right now is that Prime Video has a huge library of licensed content.</li></ul><p>Apple is jumping into the streaming war this fall, and has enlisted a team of high-profile stars and creators to take on Netflix and Amazon.</p><p>During a <a href="https://www.businessinsider.com/apple-march-event-2019-live-blog-all-announcements-2019-3" target="_blank" rel="noopener">special event</a> at the Steve Jobs Theater in California on Monday, the tech giant <a href="https://www.businessinsider.com/apple-tv-channels-service-price-release-date-detail-2019-3" target="_blank" rel="noopener">announced Apple TV+</a>, an upcoming ad-free subscription TV service that will include original TV shows. The service will debut this fall on a new Apple TV app, and feature TV shows starring and created by Jennifer Aniston, Jason Momoa, J.J. Abrams, Steven Spielberg, M. Night Shyamalan, and more.</p><p>Pricing was not announced on Monday, but is expected to be revealed later this year.</p><p>Along with the streaming service, the new Apple TV app, which debuts in May in over 100 countries, will feature "Apple Channels," including HBO, Starz, Showtime, CBS All Access, Smithsonian Channel, and more. Pricing wasn't announced, but a price of $10.99 for Showtime flashed on screen during the demo video on Monday.</p><p><em><strong>READ MORE</strong>: <a href="https://www.businessinsider.com/apple-march-event-2019-live-blog-all-announcements-2019-3" data-analytics-position="1" data-analytics-module="hero_tout">Here's everything Apple just announced at its big event</a></em></p><p>Apple's upcoming streaming efforts push it into a competitive arena where Netflix dominates and services like Hulu, Amazon Prime Video, and HBO Now/Go are trying to catch up. Other companies will be joining in the near future, such as Disney with <a href="https://www.businessinsider.com/disney-plus-could-hit-50-million-subscribers-in-5-years-ubs-2019-1" target="_blank" rel="noopener">Disney+</a> and <a href="https://www.businessinsider.com/att-launching-streaming-service-next-year-with-hbo-included-2018-10" target="_blank" rel="noopener">WarnerMedia with its own streaming service</a>, both expected to debut later this year.</p><p>The new Apple TV app will be available for the first time on Samsung smart TVs this spring and on Roku, Amazon Fire, Sony, LG, and Vizio platforms in the near future. </p><p>Based on what Apple revealed on Monday, Apple TV+ sounds very similar to Amazon Prime Video, in that the new Apple TV app will include both Channels and original shows, and users can rent content from the iTunes store as usual, just as subscribers can rent content on Prime Video. </p><h2>Apple Channels seem exactly like Amazon Channels</h2><p>Apple announced Apple Channels on Monday, which allows users to subscribe to the services they want and view them through the Apple TV app with no additional accounts or apps.</p><p>Amazon Prime Video already does that. </p><p>Amazon launched its channels in 2015 as a partnership program. Through Amazon Prime Video, users can subscribe to and watch premium cable networks like HBO, Showtime, and Starz without a separate app or account for those platforms. Apple TV channels will include <span>HBO, Starz, Showtime, CBS All Access, Smithsonian Channel, EPIX, Tastemade, Noggin and MTV Hits.</span></p><p>Pricing for Apple Channels wasn't announced on Monday, but the demo showed Showtime priced at $10.99, which is the same price as the Showtime channel on Amazon Prime Video. This suggests that other Apple Channels could be priced similarly. The HBO channel at Prime Video, for instance, is $14.99.</p><h2>Apple is coming strong out of the gate with originals</h2><p>Along with Channels, Apple revealed its slate of original programming to debut with Apple TV+. Prime Video also includes original content on top of its channels.</p><p>Apple already has an impressive lineup of talent attached.</p><p>Among the Apple original shows coming to Apple TV+ are an "Amazing Stories" reboot from Steven Spielberg; "Morning Show," starring Jennifer Aniston, Reese Witherspoon, and Steve Carell; "See," a sci-fi drama starring "Aquaman" actor Jason Momoa; Kumail Nanjiani's "Little America;" and "Little Voices," from J.J. Abrams and Sara Bareilles.</p><p><em><strong>READ MORE</strong>: <a href="https://www.businessinsider.com/apple-news-plus-subscription-service-price-features-details-2019-3" data-analytics-position="5" data-analytics-module="featured_post">Apple just announced Apple News Plus, a news subscription service for $9.99 a month</a></em></p><p>Prime Video's best known original shows include "The Marvelous Mrs. Maisel," which swept the Emmys in the comedy categories last year, and "Homecoming," a drama starring Julia Roberts based on the Gimlet <keyword id="6354777" type="COMPANY" weightage="60" keywordseo="Media">Media</keyword> podcast of the same name. It's developing a big-budget "Lord of the Rings" TV series, which it paid $250 million for the rights to, and renewed sci-fi drama "The Expanse" for an upcoming fourth season after Syfy canceled the show last year. </p><h2>There's one big thing missing from Apple TV+</h2><p>There's not a whole lot about Apple TV+ right now that differentiates it from Amazon Prime Video as a service, outside of the content both will offer. But there's one big thing that Prime Video has that Apple TV+ looks like it won't.</p><p>Prime Video has a massive library of licensed content.</p><p>According to a <a href="https://markets.businessinsider.com/news/stocks/tv-shows-and-movies-that-overlap-on-netflix-hulu-and-amazon-charts-2018-12-1027802721" target="_blank" rel="noopener">December study by streaming search engine Reelgood</a>, Amazon Prime Video has over 12,700 movies, far exceeding Netflix and Hulu (Netflix has the most original content, though). Prime Video also had the most TV shows at over 2,000.</p><p>While Apple TV+ will include content users can buy or rent (just as Prime Video does), there has been no indication so far that it will have a catalog of licensed movies and TV shows.</p><p>Original content is becoming more and more important, and Apple TV+ is off to a good start on that front. But licensed shows like <a href="https://www.businessinsider.com/nbc-may-eventually-pull-the-office-off-netflix-for-its-own-service-2019-1" target="_blank" rel="noopener">"The Office"</a> and <a href="https://www.businessinsider.com/friends-will-remain-on-netflix-in-2019-as-part-of-deal-with-att-2018-12" target="_blank" rel="noopener">"Friends"</a> are still the most watched shows, even on Netflix.</p><p>Amazon Prime Video is priced as a standalone service at $8.99 a month, or available as part of a broader Prime subscription (including free two-day shipping) that costs $12.99 a month or $119 a year. We don't yet know the pricing on Apple+.</p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/game-of-thrones-season-8-trailer-jon-snow-night-king-winterfell-battle-teaser-2019-3">All the details you missed in the 'Game Of Thrones' season 8 trailer</a></h3>        <div>                    </div>    </div>

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