Website http://barbieandken.com/ Today I read an interesting article from Mashable.com. The giant toy company Mattel Inc. launched a campaign to reunite the girls' all time favorite dolls Barbie and Ken. The legend says, that Barbie and Ken split up in 2004, when Barbie started dating with another male doll, calleb Blaine. As Ken is turning 50 this year, the great campaign is devoted to Ken's efforts for getting Barbie back. In my opinion, it is one of the best campaigns I have ever heard about.
Social media used:
- Foursquare
- YouTube
Both Barbie and Ken are active in social media and post statuses, photos and videos just like every other person. Ken is characterised as an ultimate manly, but sensitive and romantic perfect boyfriend, who uses every possibility to show Barbie his love and impress her with his actions.
What intrigues me the most is the consistency and premediation of the campaign. The campaign uses an existing brand, which keeps up with time and new trends. There has been a legend generated around these toys, which involve beauty, love and perfection. These keywords assure that the concept never goes out of fashion. Everyone has tried to impress their loved ones, or had issues with their ex. By using the brand, making it contemporary and creating a feeling that people can identify themselves with these characters, the success is guaranteed.
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