Barbie’s Movie Marketing Spectacles: The Best Stunts
Step into Barbie’s world as she graces the big screen in Greta Gerwig’s much-anticipated Barbie movie, set to release on July 21. Social media and our daily lives have been painted in a vibrant “Barbiecore” hue, courtesy of Mattel’s Barbie marketing team and Warner Bros. studio, who have orchestrated a massive marketing campaign to promote the film like never before.
With over 100 brand collaborations and merchandising partnerships, Mattel has spared no effort in building excitement around the premiere. Leveraging experiential stunts, traditional media, and user-generated content, they are drawing fans towards the cinema, from Margot Robbie, the Barbie star, gracing the cover of Vogue to Barbie’s iconic Dreamhouse making a splash on Airbnb.
Let’s take a look at the top six marketing activations that celebrate Barbie’s triumphant return to the silver screen.
We Are All Barbie
In April, the Barbie team launched a selfie generator that allowed fans to insert themselves directly into Barbie Land, giving everyone their Barbie moment with personalized taglines. The internet went wild, creating hilarious memes like “Miss Goop” Barbie for Gwyneth Paltrow and “Should Have Been” Barbie for drag artist Trixie Mattel. Even brands like Mercedes and Nando’s joined the fun, setting the stage for the movie’s vibrant marketing extravaganza.
Stay in Barbie’s Home
Margot Robbie gave viewers a glimpse of Barbie’s dreamhouse through an Architectural Digest tour, making it aspirational for fans. And in a creative partnership with Airbnb, lucky fans had the chance to live out their pink fantasies by staying in Barbie’s life-size ranch house in Malibu, complete with Ken’s cowboy accessories, guitars, and rollerblades.
Barbie is a Jet-Setter
Barbie is always on the move, and the Béis x Barbie luggage collection celebrates her travels. Created by actress Shay Mitchell, the collection features suitcases, travel bags, and accessories in Barbie’s signature pink colorway. Mitchell transformed into Barbie herself for a promotional Instagram campaign, striking a chord with millennials and proving successful in sales.
Dress Like Barbie
Fashion brands like Target, Gap, and Show Me Your Mumu launched Barbie-themed clothing lines, catering to Barbie’s diverse fashion tastes. Forever 21 and Claire’s tapped into ’90s nostalgia with their collections, offering a range of Barbiecore accessories, from velvet bucket hats to scrunchies and hair clips.
Barbie Goes Dating
The movie trailer teased romance in Barbie Land, prompting Bumble, the dating app, to collaborate with the movie and turn Barbie and Ken into IRL dating coaches. Users can now get dating advice from characters like Robbie’s Barbie, Ryan Gosling’s Ken, President Barbie played by Issa Rae, and Ken No. 2 portrayed by Simu Lu.
Barbiecore Infiltrates Lunch
Burger King Brazil introduced a Barbie-themed meal with a cheeseburger topped with a smoky pink sauce, a pink vanilla milkshake, “Ken’s potatoes” (fries), and a pink frosted doughnut. The colorful packaging and the novelty factor may entice many to try it and capture it on TikTok, giving the campaign viral potential.
As Barbie takes the spotlight on the big screen, her marketing team has pulled out all the stops to make this movie an unforgettable experience for fans worldwide. From immersive experiences to stylish collaborations, Barbie’s return is celebrated in all its pink-hued glory, leaving an indelible mark on the hearts of young and young-at-heart alike.
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