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 to boost sales:– Australian doll, Blaine– Single Cali girl, Barbie

http://www.youtube.com/watch?v=5D3n9bwFwBA

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=F0IQBgfphk4

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

Social Media

Match.com

• Make Barbie as real as possible• Mattel approached online dating with realistic

ideas of how people communicate and meet on the web.

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 them to get back together

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

Intergrating Offline and Online Efforts

• “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

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