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reunite using social media
The Iconic Break-up•   Barbie and Ken broke up in 2004•   Huge media response•   Break-up made the news•   Publicity stunt...
The Campaign•   Relied heavily on social media marketing•   Make Barbie seem as real as possible•   Barbie leaves decision...
Social Media• Ken used social media as he attempted to woo  Barbie back:  – Facebook  – Twitter  – YouTube  – Foursquare• ...
Social Media
Match.com• Make Barbie as real as possible• Mattel approached online dating with realistic  ideas of how people communicat...
The Contests• Vote on www.barbieandken.com
Toy Story 3• Barbie and Ken were  reunited as co-stars in  Toy Story 3• Die-hard Barbie and  Kens fans were  hoping for th...
Genuine Ken Contest              • 8-episode Web series on                Hulu              • Eight “kentestants” were    ...
Intergrating Offline and OnlineEfforts• “Catch me if you Ken”• New York’s Magnolia Bakery  designed special cupcake• Dylan...
Results• 34% increase of facebook fans  – 3,591,771 fans• 200% increase in engagement through  comments, likes and shares•...
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Barbie and Ken Reunite Using Social Media

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  • Lauren
  • Erica
  • Lauren
  • Lauren
  • Megan
  • Love-O-Meter:Don’t even consider it. Let him down easy. Its complicated. Give him a chance. Ken is your soul mate.Megan
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  • Megan
  • Erica
  • Erica
  • Transcript of "Barbie and Ken Reunite Using Social Media"

    1. 1. reunite using social media
    2. 2. The Iconic Break-up• Barbie and Ken broke up in 2004• Huge media response• Break-up made the news• Publicity stunt to boost sales: – Australian doll, Blaine – Single Cali girl, Barbie http://www.youtube.com/watch?v=5D3n9bwFwBA
    3. 3. The Campaign• Relied heavily on social media marketing• Make Barbie seem as real as possible• Barbie leaves decision to her fans• Extremely detailed campaign• Reunited on Valentine’s day• Collaborative work on project: – Attention, Ketchum PR and Mattel marketing http://www.youtube.com/watch?v=F0IQBgfp hk4
    4. 4. Social Media• Ken used social media as he attempted to woo Barbie back: – Facebook – Twitter – YouTube – Foursquare• Twitter and facebook accounts were flowing with suggestions on how Barbie should handle her situation
    5. 5. Social Media
    6. 6. Match.com• Make Barbie as real as possible• Mattel approached online dating with realistic ideas of how people communicate and meet on the web.
    7. 7. The Contests• Vote on www.barbieandken.com
    8. 8. Toy Story 3• Barbie and Ken were reunited as co-stars in Toy Story 3• Die-hard Barbie and Kens fans were hoping for them to get back together
    9. 9. Genuine Ken Contest • 8-episode Web series on Hulu • Eight “kentestants” were picked to compete for “The Great American Boyfriend” title • Whitney Port hosted competition • Kenneth Cole sponsored
    10. 10. Intergrating Offline and OnlineEfforts• “Catch me if you Ken”• New York’s Magnolia Bakery designed special cupcake• Dylan’s Candy Bar created a number of Ken Branded Valentine’s candy• Billboards in LA and NYC• Two-page spread in Hollywood gossip magazine, US weekly
    11. 11. Results• 34% increase of facebook fans – 3,591,771 fans• 200% increase in engagement through comments, likes and shares• On Feb. 14 Barbie and Ken were tweeted every 2 minutes• #BarbieandKen trended in 15 cities including New York City, Los Angeles, Dallas, Atlanta, Chicago and San Francisco
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