For over 60 years, Barbie has captivated our hearts and homes, whether we played with her in her Dreamhouse or admired her countless careers. This iconic doll is breaking free from her Barbie world and making her grand debut in ours – quite literally. The upcoming Barbie movie has taken the internet by storm. Join us as we dive into the groundbreaking marketing strategies of this highly-anticipated film, in this instalment of ‘This is Marketing’.
From the visionary mind of Greta Gerwig, the acclaimed director behind female-forward films “Lady Bird” and “Little Women,” comes the eagerly-awaited Barbie movie. By taking an unprecedented route in its marketing campaign, long-term fans and newbies alike are tickled pink by the genius minds who’ve created an air of mystery around the plot. The casting announcement showcases a diverse ensemble, challenging stereotypes and celebrating inclusivity. They’ve also tapped into quite a bit of nostalgia, letting the campy vibes of the original Barbie unlock its enchanting magic.
A Mysterious Adventure Beckons
A Star-Studded Diverse Cast
Adding to the allure, the movie has unveiled a cast that embraces diversity. The film leads, Margot Robbie and Ryan Gosling, are joined by none other than Issa Rae and Hari Nef, playing other versions of Barbie. Ken alternatives also include the infamous Simu Liu and Ncuti Gatwa. This unexpected diversity defies stereotypes, shattering all expectations and propelling the film into the limelight; stepping Barbie out of her Dreamhouse into a new era of representation.
Nostalgia and Novelty Combined
Social Media Success
Social media is ablaze with excitement, all thanks to a variety of captivating content surrounding the new movie. The cast members themselves have played a pivotal role, sharing custom posters featuring their characters in iconic Barbie packaging. This brilliant move has not only sparked fan engagement but also generated a frenzy of anticipation. Additionally, the marketing team launched an official Barbie movie selfie generator allowing fans to put themselves into a poster along with a catchy phrase. This interactive and shareable format has taken the internet by storm, propelling the movie to viral status even before its official release – creating a movie experience that transcends the screen!
The marketing team behind the Barbie movie has not limited their strategy, making a real-world impact. Lifesize Barbie doll packaging, strategically scattered in cinemas worldwide, creates another unique selfie opportunity for fans to immerse themselves in the Barbie universe. Furthermore, a dream come true awaits in Malibu, where an Airbnb has been transformed into the iconic Barbie Dreamhouse, offering a mesmerising experience like no other.
The collaboration doesn’t stop there. The team has joined forces with renowned clothing companies like Cotton On, Superga, Aldo and Nyx to create an array of Barbie-branded merchandise. From stylish outfits to must-have accessories, the movie’s presence extends beyond the screen and seamlessly integrates into our everyday lives.
In bold, pink sparkly letters, the Barbie movie campaign has delivered a strong message: interactive marketing is the key to triumph. Instead of relying on nostalgia alone, this film has embraced innovation and inclusivity, setting an incredible standard in film marketing. With audiences anxiously awaiting its release, the Barbie movie has not only captivated hearts but also redefined the Barbie brand for a new generation.
Through its imaginative marketing tactics, the Barbie movie has reimagined what it truly means to be a “Barbie Girl” in today’s world. By embracing interactive experiences, diverse casting and immersive opportunities, it has forged a path towards success that has left an indelible mark on the industry.
As the curtains rise, we eagerly await the grand spectacle, knowing that this film is so much more than just entertainment – it’s a testament to the power of imagination and the endless possibilities that lie within each and every one of us.