Review of Barbie and Ken Campaign
In 2004, right after Valentine’s Day Mattell split up Barbie and Ken seven years. This past February was the celebration of Ken’s 50th anniversary and the launch of “Sweet Talkin’ Ken” on Valentine’s Day. Mattell created a social media marketing campaign to reunite Barbie and Ken by using social media such as Facebook, Twitter, Foursquare, and Youtube. The website www.barbieandken.com was the main site for the campaign in which users could vote if Barbie should “take Ken back”. This site interacted with users as they could vote users the “Love-o-meter” and give their opinion if Barbie should take Ken back. Using social media outlets such as Twitter, Facebook, and Foursquare, users could follow Ken and his journey to win Barbie back. Barbie’s Facebook and Twitter page would have updates from Barbie(@Barbiestyle) about the different things Ken (@OfficalKen) would to do try and get her back and ask followers advice as to what she should do.
"I think @http://twitter.com/BarbieStyle">BarbieStyle and I are perfect for each other. If you do too, vote YES for her to take me back!"
"So. Confused. Need to make my mind up already! Yes or no, do I get back together with @http://twitter.com/OfficialKen">OfficialKen?"
Not only did this campaign use social media, but before Valentine’s Day, Mattell released billboards in NYC and LA and a 2 page spread in US weekly with “Barbie I Want You Back- Ken” slogan on advertisements. A bakery in NYC also featured a Barbie Valentines Cupcake. Barbie then featured the cupcakes on her Facebook to show all her followers. Mattell also partnered with Dylan’s Candy Bar which featured Barbie and Ken candy and advertisements. Barbie’s YouTube page was also created where a video was posted showing Ken creating a match.com account to find the special one, Barbie. This campaign lasted from January to February 14th and Barbie’s Facebook page had a 34% increase of fans and 200% increase of interaction with users. On Febuary 14th #BarbieandKen was a trending topic in 15 cities, including Chicago.
Critique of Barbie and Ken Campaign:
Mattell did an excellent job in bringing Barbie back to life through the Barbie and Ken campaign. Barbie for the past seven years and has had no engagement with their fans, and Mattell needed something to bring Barbie lovers together. Barbie and Ken’s Facebook, Twitter, and Foursquare allowed for users to see what Ken was trying to do to win Barbie back and also allow users to respond to Barbie if whether or not she should get back with Ken.Barbie’s twitpic of the US weekly allowed for users to comment and interact with other followers, and Barbie.
The barbieandken.com website was a great way to allow users to interact and vote if they wanted Barbie and Ken to reunite on Valentine’s Day. This was a creative way to see Ken’s “grand gestures” and link users to Barbie and Ken’s Twitter, Facebook, and Foursquare. The Foursquare account also allowed for the public to follow where Ken was checking in, such as the bakery shop for Barbie’s cupcakes. This was a unique way to let users see where "Ken" was going to try and get Barbie back. I think the social media coordinators for this campaign could have created a special deal for anyone who checked into the bakery to buy the Barbie cupcakes.
Barbie and Ken now share a Facebook and Twitter page since they have been reunited. I think that Ken should have remained a separate Facebook and Twitter page so that users could tweet and comment to Ken's handle. Barbie and Ken 2,699,026 people who “like” the Facebook page, 83,087 followers on Twitter, and 6,287 subscribers on Youtube. Twitter and Facebook are updated daily by “Barbie” or “Ken” and respond to comments. Overall, this campaign has helped sustain engagement with Barbie and Ken followers and allowed for users to follow a fun and engaging social media campaign in which Ken was trying to get back Barbie.
