Barbie and Ken Reunite Using Social Media

713 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
713
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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
  • Lauren
  • Megan
  • Erica
  • Erica
  • 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

    ×