Warner Bros. hasn't let any corners of marketing remain untouched while promoting Barbie to the world. The craze surrounding the movie isn't just a magic of marketing; it existed since the studios dropped the first look of the live-action movie last year. The excellent marketing strategies of the Greta Gerwig-helmed movie are just adding to the hype created for months, making the audience even more enthusiastic for its July 21 release date.
In recent years, many films and shows have come and gone, but only a few have managed to ace their marketing campaign games. Many studios are opting for viral, innovative, and interactive strategies, which work way better than traditional ones. Speaking of Barbie, it has used some creative ways to promote the movie, so much so that they have virtually transformed July into a pink month. Every single day, social media is filled with photos and videos of their promotions and collaborations, which are not at all boring but will quite impress you. So, let's just quickly get to know how the Barbie movie team is using some out-of-the-box ideas in marketing to win fans' hearts.
Real-Life Barbie Malibu DreamHouse
Many of us have grown up watching the beautiful Barbie Dream Houses and even dreamed of living there onc. It seems like Warner Bros. took it seriously: a real-life Malibu hot-pink dream house has been made available to rent on Airbnb, which has every facility right from a perfect pinkish bedroom to a cute gym to a photogenic outdoor area. This marketing stunt is to give all Barbie fans a visual treat and a one-of-a-kind experience they have been waiting for since childhood.
The guest will be able to experience Barbie's life through Ken's lens, and will have access to exclusive parts of the mansion like the swimming pool, dance floor, wardrobe, and more. It's not the first time people are being called for a staycation in the Barbie house, as it was available for rent in 2019, too. Now, the mansion has been completely revamped ahead of the movie's release and has also added some Ken vibes to it, which looks like Ken is hosting the party while Barbie is out. As per Airbnb's website, it won't be charging a penny; two lucky guests will be welcome for a one-night stay each on July 21 and July 22. The mansion will be available to book from July 17. This is strictly on a first-come first-serve basis, but guests have to pay their own travel fare.
Great Brand Collaborations
It's rightly said that marketing shouldn't feel like marketing, but rather an overall enjoyable experience for the customers. That's where Barbie's marketing comes into the picture, where they are making use of innovative ways to promote the film, and it's even working as the anticipation for Barbie is on cloud nine globally. AI is nowadays a go-to tool for many marketers, and even the film's team utilized it to create a selfie generator to invite fans to make their own Barbie-like posters, with their own phrases and photos. The official handle also posted the photos of cast using a similar AI-powered tool, thus attracting viewers.
Many brands are releasing their exclusive pink Barbie-themed collections ahead of the release. Some well-known brands include OPI (nail lacquer), NYI (cosmetics), moon (dental hygiene), Beis (suitcase), Gap (clothing), Funboy (pool collection), Homesick (candles), Ruggable (Rugs), Aldo (shoes), Forever 21 (clothing), Impala (rollerblades), and many more. Apart from all the grooming products and decor, they have also collaborated with Cold Stone Creamery for a film-inspired, delicious cake.
The team also captured the gaming world by teaming up with Xbox to release pink consoles and controllers along with Forza Horizon 5 cars, which are Barbie and Ken-inspired. These great collaborations and the fascination to buy them all will have everyone's bank accounts crying in the corner, for that matter. An official Barbie soundtrack has also been curated and uploaded on music platforms, and the list includes songs from various well-known singers, right from Dua Lipa to Nicki Minaj, and is now available on Spotify to listen.
Margot Robbie's Barbie-Inspired Wardrobe
Barbiecore fashion isn't something new; the trend of wearing hot pink has emerged ever since the Barbie set photos were dropped by Warner Bros. Many celebrities have been seen opting for pink fashion at the Met Gala and other big events. Margot Robbie is currently quite busy traveling worldwide for the film's press tour. In every single event, she is seen channeling Barbie’s breathtaking outfits, which have taken the internet by storm.
Now you may wonder what this has to do with marketing. Well, in recent years, dressing up as a fictional character and making a fashion statement has also become an indirect way of film promotion and drawing attention. Many celebrities like Zendaya, Angelina Jolie, Anya Taylor Johnson, Scarlett Johannson, and more donned outfits and jewelry inspired by their films on the red carpet. The Barbie press tours and interviews also enable the stars to meet fans and answer some questions, which give everyone an insight into the film as well as behind the scenes, making them more intrigued.
Diversity is at the heart of Barbie, so while the world celebrates the movie’s release, one shouldn't forget the lesson of embracing the individuality it's giving us already. Barbie has always been an inspiring figure to little kids, so Warner Bros and Mattel decided to collaborate with Save The Children in a mission to empower girls. They are working towards making every little girl's dream come to reality by giving them the required resources, support, and education. A charity buzz auction is also taking place to raise money for this good initiative, also enabling one lucky fan along with their guest to attend the LA Barbie Premiere. The cast of Barbie has also contributed to this social initiative by filming messages encouraging viewers to donate to the cause.
Rise of Discourse & Viral Memes
July is a happy month for all the cinephiles, as a lot of anticipated movies will be making their way to the theaters. Barbie is one such movie that will be in a head-to-head competition with Christopher Nolan's Oppenheimer, which is releasing on the same day. While the discussion surrounding the two movies is at its peak on the internet, fans can't stop themselves from making hilarious memes. This might not be a Warner Bros. and Universal Pictures-approved marketing technique, but the fans do it out of love for their beloved films, and even this helps in creating hype and marketing the film. Though other marketing tools might do wonders for a film, social media is also an equal contributor in boosting the ticket sales of such highly popular movies.
Barbie has gotten not only the children excited, but even the adults. According to recent reports, the film has received a PG-13 rating; so it seems like the movie will not be all magical, but will deal with some mature subject matter as well. Barbie lives in a colorful world that is no less than a fairy tale, but in the movie, she is put into the human world, which is a sphere of joy, sadness, and reality checks. Even though the marketing is on-point for Barbie, only audiences will be able to decide if the film really lives up to the hype or not when it releases. So, wear your favorite pink outfit, get some popcorn, and head to your nearest theater on July 21 to watch the live-action Barbie film and feel all the nostalgia.
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July 14, 2023 at 02:00AM
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Why Barbie's Marketing Strategy Deserves All the Praise - MovieWeb
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