This past year, Mattel launched its “Barbie Is Moving”
campaign. It is commonly known to Barbie fans that she resides in Malibu, but
she decided it was time to start looking for a new place to call home. In 2013,
Barbie traveled to 13 cities in North America in a pink motorcade where she
visited Toys“R”Us and Walmart
locations to meet kids that could partake in events. These kids would build and
design their own Barbie bedrooms, and play dress up.
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| Event flyer to see Barbie on her tour. |
To further this campaign, Mattel “hired” a million-dollar-listing
real-estate agent, Josh Altman of Los Angeles, to list Barbie’s current Malibu
McMansion on the market. Barbie’s 3-walled pink plastic dollhouse was listed on
Trulia.com for $25M, while she searched for a new home. You’ll find ten photos,
a very detailed description of the home’s amenities and finally a pin on the
map in Malibu. Making this posting as real as possible.
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| Photo from Trulia.com posting. |
To promote the campaign, they hired Mario Lopez to kick-off
the event, created social buzz and digital ads to bring hits back to their
webpage, barbieismoving.com. At the end of this year, Barbie decided that her heart was
truly in Malibu. Her Trulia posting now reads “Off Market” and “Address Not
Disclosed.”
This campaign seems like it was geared towards grabbing the
attention of the real buyer of these products — moms. The target audience of a
Barbie doll is 6-8 year old girls. These girls would not be out shopping for a
million dollar home, so it was a way to rope in the parents. Bringing their
kids to the motorcade as it came to their city was a great bonding experience for a family.
The parents helped their children dress up and imagine and build their dream homes together. This of course was all conveniently located at a place where they could easily pick up a new doll. I think this was an innovative plan, well-executed on finding new ways to reengage the purchaser of the family.
Resources:
https://www.facebook.com/media/set/?set=a.10151957915524466.1073741824.57884444465&type=1
http://www.huffingtonpost.com/tessa-gould/top-native-content-2013_b_4524797.html
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