What brands can learn from the Barbie movie’s marketing
Come on, Barbie, let’s go party! Unless you have been living under a rock, you have already heard about the “Barbie” movie. This movie is a highly-anticipated film for moviegoers of all ages. The movie is set to premiere in movie theaters on July 21, 2023.
Prior to its release, it sparked a lot of conversation online and offline with its marketing. In the spirit of the launch of the highly-anticipated film, our digital marketing Denver Colorado team wants to share what brands can learn from this pretty-in-pink marketing strategy.
What brands can learn from the “Barbie” movie’s marketing
Sparking interest in social media
Social media is a powerful tool for sparking conversations around a topic. “Barbie” used that to its advantage. When releasing the official movie poster for “Barbie,” the movie’s marketing team also rolled out social media frames where Internet users could join. Users and brands on social media quickly jumped on the bandwagon and started creating their own “Barbie” filters.
In traditional social media fashion, memes also began to roll out. Internet users started to create funny and relatable memes using screenshots from the movie trailer. For example, the clip where Barbie is driving with Ken in the passenger seat was often used. These memes indirectly created even more hype and marketing for the movie.
Take advantage of experiential brand marketing
Experiential marketing is the process of brands connecting customers by providing experiences such as pop-ups or virtual events. The “Barbie” marketing team took this into consideration, putting Barbie’s Malibu DreamHouse available on Airbnb.
This experiential marketing tactic allows “Barbie” fans to get a one-of-a-kind experience that they may have been dreaming of since they were kids. The house is not new, as it has been available for the public to rent since 2019. However, it was recently renovated and added features that provide the illusion that Ken is hosting a party while Barbie is away.
Partnering up with other brands
Barbie is the main character in the movie and also in real life. Many brands know this and took the opportunity to collaborate with the famous doll. These collaborations are trademarked by Mattel and are only available for a limited time only.
These collaborations gave “Barbie” fans and pink enthusiasts the opportunity to get their own slice of “Barbie.” Just some of the most-wanted “Barbie” collabs are:
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Burger King x Barbie
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Barbie X Crocs
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Barbie x Boohoo
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Pinkberry’s Barbie Land Berry Pink
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Barbie x Fossil
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Gap x Barbie
Crafting the perfect viral sounds
Sound has become an important part of marketing with the rise of TikTok. Brands try to craft sounds that will go viral on social media platforms like TikTok. The marketing for “Barbie” took this into consideration when crafting their movie soundtrack. The soundtrack is filled with A-list celebrities like Ice Spice, Nicki Minja, Billie Elish and Dua Lipa, just to name a few.
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