Barbie & Snapchat

 If you’ve been scrolling through your social feed recently, I’m sure you have caught a glimpse of actress Margo Robbie and her new Barbie® gang dancing and grooving in all their pink glittery glory. While these video shorts are eye catching and certainly fun to watch, there is a cross-promotional team up that is a perfect example of how marketing can be executed in a multi-level campaign with multiple benefits. I came across an interesting article on adweek.com about how Warner Bros. Discovery is partnering with Snapchat to promote the new Barbie® movie. Simultaneously, Snapchat is using the movie to promote their new Landmarker technology. Cross-promotion is one of many marketing strategies that can have multiple benefits for the collaborators. In this case those benefits have the potential to reach over 750 million monthly active Snapchat users. Snapchat claims to have an average of 383 million daily active users and claims to reach over 75% of people in the age range of 13-34 in more than 20 countries. The opportunities this opens for both Snapchat and Warner Bros. Discovery, including potential future collaborations, are remarkable. 

The article talks about Snapchat and Warner Bros. Discovery teaming up to promote the new Barbie® movie scheduled to hit theaters on July 21^st, 2023. The team up includes the use of Snapchat’s new augmented reality landmarker technology. The article explains how Snapchat’s new augmented reality technology allows people to virtually try on outfits and accessories from the Barbie wardrobe and experience global landmarks through a “Barbie” lens. It also mentions upcoming release dates for more global landmarks that will be included in the Barbie® promotion. According to Ryan Gordon, manager of Entertainment Advertiser Solutions at Snapchat, the campaign is going well. “Warner Bros. Discovery is executing a phenomenal marketing campaign for Barbie®, and we’re excited to have Snapchat AR be a part of it. The Barbie source material and color palette is clearly integral to the film, and we wanted to reflect that in these virtual experiences for Snapchatters. Creating the Barbie Land version of iconic landmarks around the world and giving people the opportunity to try on outfits from the movie was a natural fit for Snapchat, and a perfect way to bring Barbie to our global audience of over 750 million,” said Ryan. Cutting edge technology and a legendary icon are a combination destined for success.

So, the next time you are on Snapchat, checkout the new Barbie® AR Lens and experience cross-promotional marketing at its best. This exclusive campaign encourages people to see the new Barbie® movie by using the new augmented reality technology to immerse fans into a virtual world full of all the legendary doll’s iconic visuals. Similarly, movie fans can continue the cinematic experience in a life-like AR world using their favorite app. This collaboration addresses each companies’ challenge of reaching their target audience by combining the reach of Snapchat and the excitement for the new movie. It’s a win for both companies and an impressive example of tried-and-true marketing strategy with a technological twist.

 

https://www.adweek.com/brand-marketing/barbie-turns-the-world-pink-with-ar-snapchat-lenses/

https://www.adweek.com/media/snap-adds-custom-landmarkers-to-lens-studio/

https://wbd.com/

My First Blog Post

 Hello! My name is Katrina. I am currently in my third term at LBCC working on an associate degree in accounting. I am taking the principles of marketing class as part of my degree program and I'm looking forward to learning more about business marketing, especially social media marketing. How to promote a brand using social media or launch a new brand/business using only social media platforms. 

Outside of school and work I love spending time with my family. We enjoy going on hikes, bike rides, family dinners, and going to sporting events. Below are some photos of us at last Friday's Thorns game.