Learning from Barbie: A Masterclass in Viral Marketing
Every now and then, a marketing campaign comes along that truly captures our attention and imagination. The recent marketing initiatives for the Barbie movie, set to debut on July 21, 2023, is one such example. This campaign, spearheaded by Mattel and Warner Bros, offers many lessons to businesses of all sizes on how to create a buzz and generate interest around a product or service.
One of the main takeaways from Barbie's marketing efforts is the value of experiential marketing and brand collaborations. For the Barbie movie, a themed X-box console, a shoe collection with footwear brand Aldo, a collaboration with homeware designer brand Ruggable, official Barbie skates from Impala, as well as toothbrushes, suitcases and more, were launched. Additionally, Warner Bros hosted a Barbie Boat Cruise in Boston at the end of June. This strategy not only created a sense of excitement and anticipation for the movie but also extended the Barbie brand into new markets and consumer segments.
Another unique aspect of Barbie's marketing campaign is the creation of a real Malibu Dreamhouse that you can stay in for free on Airbnb, replicating the iconic dollhouse that many children grew up playing with. This approach of creating a real-world experience tied to a fictional element from the movie is a brilliant way of engaging fans and creating a memorable experience that they are likely to share with others, thereby spreading the word about the movie.
The DreamHouse, decorated "Ken's Way" in honor of Barbie's male counterpart in the movie, showcases the attention to detail that has gone into the marketing campaign. It features a cowboy-themed bedroom, a rollerblade rink, and the chance to engage in some of Ken's favorite activities, such as line dancing on Ken’s outdoor disco dance floor or performing a sunset serenade on Ken’s guitar. This extends the immersive experience beyond just a stay at the house and makes it a truly unique encounter.
Moreover, the marketing team has put great effort into the design of the DreamHouse, as revealed by Margot Robbie in an Architectural Digest tour. The house, built across three different floors, has a slide leading from the first floor to the ground floor lawn, a disco-themed roller rink overlooking an infinity pool, outdoor sofa area, Malibu beach, and an outdoor gym and pink-covered barbecue station in the garden. These elements make the DreamHouse not just a place to stay, but a destination and an experience in itself.
The Barbie movie marketing campaign is a fantastic example of how a well-planned and executed marketing strategy can generate buzz and capture public attention. It's a masterclass in experiential marketing, brand collaborations, and creating real-world experiences that engage and captivate audiences. Whether you're a large corporation or a small business, there's much to learn and implement from this innovative campaign.