The new Barbie movie is all set to release across the world this week, excitement for the new film is at an all-time high thanks to the eccentric campaign created by the marketing team. The entire world is living the Barbie way due to the marketing efforts that have been nothing short of being spectacular.
Barbie’s Marketing Team Paints the World Pink for Upcoming Film!
The ‘Barbie’ campaign combines the perfect blend of globally recognized brand colors extensive product partnerships, and innovative elements like AI and interactivity. It’s not just the kids who are intrigued; adults are also captivated by Warner Bros’ forthcoming film. As they say, “The devil works hard, but the Barbie movie marketing team works harder,” and there are valuable lessons to be learned from their strategies.
5 Times Barbie’s Marketing Campaign Wowed Us!
From the staple Pink barbie colour to every unique characteristic of Barbie, all of it has been explored in detail, from the shape of the foot to the intricacies of the sets and costumes. All to truly bring the pink toys of our childhood to life in a live-action setting. Simple marketing from the team such as a plain pink billboard with a date on it was understood by the public due to the recall the brand has with its audience. The 30 to 40 year olds who grew up religiously playing with their Barbie and Kens are seeing their childhood toys come to life in Barbie the movie – this itself is enough to get the movie the traction is righty so deserves.
Check out the 5 time the marketing campaign has wowed us:
The Use of AI with the Barbie Selfie Generator
One of the noteworthy marketing tactics involved the creation of an artificial intelligence (AI) tool, enabling users to upload their photos and generate personalized movie posters adorned with the tagline “This Barbie is a ____.” The internet, as expected, embraced this opportunity and swiftly transformed the results into an endless array of memes. This led to a viral sensation on social media and automatic user generated content (UGC) for the movie’s promotion.
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Barbie in Partnership with the Metaverse
The physical world was painted pink by Barbie’s marketing team but they took it up a notch and entered the virtual world with Forever21 partnering with Barbie in the physical and the virtual world of Roblox where it launched a clothing line.
The partnership also included a contest where the winner and their fashion style were recreated in the online game platform.
Barbie Enters the Gaming World
Ever thought you’d see Barbie in the gamin world? The new Mattel doll is breaking stererotypes and can just about do anything.
The gaming console, XBOX is not only hosting a contest where one lucky winner will receive a pink console housed in a mini replica of Barbie’s Dreamhouse, but players of Forza Horizon 5 will also be treated to an in-game replica of Barbie and Ken’s cars from the movie. The partnership also includes a contest to award winners Barbie dolls dressed in Xbox-branded gear.
Brand Partnerships with Airbnb
It is interesting to note that Barbie’s team has targeted its main audience that is the adults for this movie. Although the brand has always been targeted towards children, the smart play for the marketing campaign is brilliant. Apart from themed merchandise, the team partnering with Airbnb was a total out of the box tactic and created quite the buzz!
Two lucky winners can stay at the iconic Barbie Malibu Dreamhouse that is recently renovated. Barbie’s signature pink remains throughout the life-size, toy-inspired home, as she’s done her own redecorating since the last time the Malibu DreamHouse was available for guests.
Let’s not forget what Barbie would be without her iconic outfits. A number of popular clothing brands have launched their clothing lines featuring the pink Barbie logo, paying tribute to the fashionista’s style. Keeping in mind our Pakistani brands, clothing brands like Sapphire have also incorporated bright hues of pinks and oranges to their clothing lines this summer joining the bandwagon.
Clothing brand Zara, Forever21 and Aldo amongst others have the most striking Barbie-themed collections!
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Rhinestones, Pink everything and the iconic barbie hearts – We’re in love!
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Makeup, Self-care and Skincare Brands Collaborations
Has everyone been pulled into Barbie’s world? We think so, make-up lovers need not fret as NYX, MAC and other cosmetic brands have collaborated with Barbie and released special themed, limited edition collections that are a must-have!
IT’S A BARBIE PARTY!! say helllooo to our limited edition #NYXCosmeticsxBarbieTheMovie collection.
🎀 Barbie Mini Palettes – turn up the #Kenergy with 2 mini shadow palettes ft. a collectible bb Butter Gloss charm.
☀️ Barbie Mini Cheek Palette – meet the mini cheek palette of… pic.twitter.com/IhskOkDiIl— NYX Pro Makeup US (@NYXCosmetics) June 22, 2023
The ‘Totally Pink Barbie’ brush by Tangle Teezer. Known for its two-tiered technology and detangling capabilities, the iconic British brush has been painted pink to bring you the ultimate brush!
‘Truly’ teamed up with the global icon to bring forth a vegan, cruelty-free, and high performance body care set designed to empower, inspire confidence and tackle common skin concerns in a fun, playful and effective way.
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