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<ul><li>After 7 years of separation, Mattel thought it was only fitting to reunite America ’s favorite couple. </li></ul>
<ul><li>In order to promote the 50 th  Anniversary of the Ken Doll, Mattel launched a social campaign that included Facebo...
Programming: <ul><li>Programming: </li></ul><ul><li>Mainly social media: Facebook, Twitter, Foursquare and YouTube </li></...
<ul><li>Programming Cont’d </li></ul><ul><li>http://www.youtube.com/watch?v=mvz5wgPBa1M </li></ul><ul><li>http://www.youtu...
<ul><li>Programming Cont’d </li></ul><ul><li>Mattel utilized billboards and other ad spaces to promote the campaign in add...
<ul><li>Programming Cont’d </li></ul><ul><li>Just in time for Valentine’s Day, Magnolia Bakery in NYC featured custom “You...
<ul><li>Programming Cont’d </li></ul><ul><li>Mattel launched a digital reality series on Hulu called “Genuine Ken: The Sea...
EVALUATION   <ul><li>Increase in brand awareness was successful. </li></ul><ul><li>34%  increase in Barbie’s Facebook fans...
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Barbieand ken

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Transcript of "Barbieand ken"

  1. 2. <ul><li>After 7 years of separation, Mattel thought it was only fitting to reunite America ’s favorite couple. </li></ul>
  2. 3. <ul><li>In order to promote the 50 th Anniversary of the Ken Doll, Mattel launched a social campaign that included Facebook, Twitter, and it s own Web Site in order to reunite Barbie and Ken. </li></ul>
  3. 4. Programming: <ul><li>Programming: </li></ul><ul><li>Mainly social media: Facebook, Twitter, Foursquare and YouTube </li></ul><ul><li>Mattel launched BarbieandKen.com allowing fans to vote on whether Barbie should take Ken Back. </li></ul><ul><li>Barbie and Ken each had Twitter, Facebook and Foursquare accounts for fans to follow. </li></ul><ul><li>Barbie’s social media accounts featured updates about Ken’s romantic gestures. Ken’s accounts featured info about his next moves to woo Barbie. </li></ul><ul><li>http://www.facebook.com/barbie </li></ul>
  4. 5. <ul><li>Programming Cont’d </li></ul><ul><li>http://www.youtube.com/watch?v=mvz5wgPBa1M </li></ul><ul><li>http://www.youtube.com/watch?v=F0IQBgfphk4 </li></ul>
  5. 6. <ul><li>Programming Cont’d </li></ul><ul><li>Mattel utilized billboards and other ad spaces to promote the campaign in addition to using social media. </li></ul>
  6. 7. <ul><li>Programming Cont’d </li></ul><ul><li>Just in time for Valentine’s Day, Magnolia Bakery in NYC featured custom “You’re The Only Doll For Me” cupcakes starting January 28 th , 2010. </li></ul>
  7. 8. <ul><li>Programming Cont’d </li></ul><ul><li>Mattel launched a digital reality series on Hulu called “Genuine Ken: The Search for the Great American Boyfriend.” </li></ul><ul><li>The series featured eight episodes. </li></ul><ul><li>The show featured challenges to test the contestants to see if they were boyfriend material, like Ken. </li></ul><ul><li>http://genuineken.com/ </li></ul>
  8. 9. EVALUATION <ul><li>Increase in brand awareness was successful. </li></ul><ul><li>34% increase in Barbie’s Facebook fans. </li></ul><ul><li>200% increase in Facebook engagement (comments, likes, shares). </li></ul><ul><li>5 million page views of BarbieandKen.com </li></ul><ul><li>Elisa Schreiber, a spokeswoman for Hulu, said that on days when “Genuine Ken” had a new episode premiere, it was “often among the most popularity reality shows on Hulu.” </li></ul><ul><li>On February 14 th , #BarbieandKen was trending in 15 different cities, and the words “Barbie” and “Ken” were tweeted every two minutes. </li></ul>
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