A major new campaign entitled ‘Wow, see what happens when you play with Barbie’ is planned, including a 360-degree communications programme combined with ‘wow’ moments throughout the year…
Running throughout the year, TV spots will transport girls into a fantastical hyper-real world where anything is possible. The brand TV spots cover both Barbie licensed consumer products and toy ranges, offering a consistent identity across the entire franchise. They will be supported by a calendar of activity covering all communication touchpoints. A Nickelodeon sponsorship will run on Saturday mornings until September.
A new destination website – www.barbiewow.com – supports the brand campaign with augmented reality features that allow girls to try on fashions from inside Barbie’s dream closet. Girls can play out the digital experience in real life this autumn, with the TV advertised Barbie Ultimate Closet, an extendable wardrobe with an array of fashions in which girls can both store and display Barbie’s outfits.
Reality TV style weekly digital series, Barbie Life in the Dreamhouse, offers fans another route into the world of Barbie, her friends, family and boyfriend Ken. The series microsite – www.barbie.co.uk/dreamhouse – is supported by digital activity, girls’ press, TV spots, video on demand and cinema activity. Girls can bring to life ‘wow’ webisode moments from the new series with Barbie 2-Storey Beach House, with features including a beach view and flat screen TV. Later this year, the Barbie estate offering will include a new TV driver, the Barbie California Dreamhouse.
Over the past ten years, Barbie’s successful DVD film franchise has released more than 25 titles and sold over 100 million units worldwide. On average, each Barbie film purchased is seen ten times. The next addition is Barbie: The Princess & The Popstar, released in cinemas and on DVD this autumn. It will be supported with a high profile ‘wow moment’ film premiere and a line of fashion and feature dolls.
On-pack activity will give fans the chance to win real life ‘wow’ moments with Barbie purchases until the end of the summer. At www.barbiecompetition.co.uk girls can use on-pack barcodes to win fashion prizes including the chance to design outfits for Barbie.
Later this year, an on-pack sticker promotion with Royal Caribbean Cruises will offer family holidays supporting Barbie Family products, including the Barbie Sisters Cruise Ship.