Barbie - Barbie 2023 Movie Marketing Campaign
The campaign embraced the playful, nostalgic essence of Barbie, making it accessible and exciting for both old fans and new audiences. It also leveraged cross-industry collaborations that one wouldnt normally associate with a film, such as tie-ins with Burger King, which offered a Barbie-themed meal in Brazil, and Xbox, which introduced Barbie-themed content in Forza Horizon 5. These creative collaborations helped extend Barbie reach far beyond traditional movie marketing channelse�
One of the most memorable elements was the Barbie Airbnb DreamHouse promotion. The classic Malibu DreamHouse was turned into a real-life, bookable experience on Airbnb, hosted by e�Ken.e� This generated widespread buzz as fans could actually experience living in Barbie world for a brief period, complete with its pink decor and larger-than-life details.
The campaign primarily targeted a broad demographic:
Primary Audience: Women particularly Millennials and Gen Z, nostalgic fans of the Barbie brand, as well as young girls and their families.
Secondary Audience: Broader film enthusiasts, collectors, and pop culture aficionados, as well as general moviegoers enticed by the unique marketing stunts and cross-brand collaborationse�
TARGET AUDIENCE
About the
Campaign -
The campaign embraced the playful, nostalgic essence of Barbie, making it accessible and exciting for both old fans and new audiences. It also leveraged cross-industry collaborations that one wouldnt normally associate with a film, such as tie-ins with Burger King, which offered a Barbie-themed meal in Brazil, and Xbox, which introduced Barbie-themed content in Forza Horizon 5. These creative collaborations helped extend Barbie reach far beyond traditional movie marketing channelse�
Core Theme of the Campaign -
Barbie Airbnb DreamHouse: This was one of the most talked-about elements of the campaign. Barbie iconic Malibu DreamHouse was turned into a real-life experience that fans could actually book on Airbnb for a limited time, offering a stay in a pink, picture-perfect home hosted by e�Ken.e�
The Selfie Generator: Everyone loved the Barbie character posters, so the marketing team created an interactive selfie generator that allowed fans to insert their photos into personalized Barbie-style posters. This went viral on social media, turning everyone into a e�Barbiee� or e�Ken.e�
Brand Collaborations Galore: From partnerships with Crocs, Prada, to even Burger King, Barbie was everywhere. The Barbie-themed meal in Brazil included a burger with pink sauce and a pink strawberry milkshake!
Pink-tastic Outdoor Ads: Across cities like London, the streets were painted pinke�literallye�with taxis, buses, and billboards fully wrapped in Barbie signature color. These ads made sure no one could miss the movie release.
Barbie in Video Games: An unexpected but clever movee�Barbie teamed up with Xbox to create Barbie-themed content for Forza Horizon 5. This helped the movie reach a broader, male-skewed gaming audience.
Soundtrack Appeal: The movie soundtrack featured top artists like Dua Lipa, Billie Eilish, and Nicki Minaj, boosting its appeal among Gen Z and Millennials, while creating buzz through the music industry.
Inclusivity and Modernity: Barbie image was updated to resonate with today values of inclusivity and diversity. The campaign wasnt just about the fun or nostalgiae�it also showcased Barbie evolution to reflect modern times.
The Barbenheimer Effect: Fans creatively merged Barbie with Oppenheimer, its release-day counterpart, forming the viral phenomenon e�Barbenheimer,e� which turned the movie-going experience into a fun double feature