August 15, 2023
How The Barbie Movie Revitalized Movie Campaign Marketing With Their $150 Million Budget
If you’ve been even half outside this summer, you’ve likely been bombarded by the pink pandemonium that is Barbie. With a $150 million dollar marketing budget in tow, the film has successfully taken over the Blockbuster season by creating a larger-than-life campaign.
Barbie not only brought back the fun of traditional movie marketing, it quickly became a masterclass in how to get movie lovers excited again through social and brand collaborations.
Beyond the colossal budget, Barbie gave the masses something to talk about. So, without further ado, let’s take a look at how Barbie crushed all box office expectations and catapulted its way into the pop culture zeitgeist.
5 Ways the Barbie Movie Marketing Campaign Became A Pink Marketing Machine
This Barbie Focused on Social Media
If you were mindlessly scrolling through social the last month, chances are you were barraged with Barbie-core across Tiktok, Instagram, X, and every other platform. From viral memes, challenges, and influencer partnerships, their team left no marketing tactic unturned.
@barbiethemovie Take a selfie to become a Barbie (or Ken)! ✨📸 Visit BarbieSelfie.ai to take a selfie with the #BarbieTheMovie ♬ original sound - Barbie Movie
Along with social activations, the film capitalized on all the organic social conversations – Barbenheimmer anyone?
“Barbenheimer” emerged as a delightful and unexpected cultural fusion, symbolizing the unique double-feature experience that united the Barbie film with the Oppenheimer movie. This inventive combination captivated audiences and added a playful twist to the movie-watching journey.
This Barbie Loves A Good Mystery
Prior to its release, the plot to Barbie was relatively unknown with just a few hints from the trailer. The allure worked in their favor, creating a sense of intrigue leading up to the film’s release.
This strategy not only kept fans guessing but also facilitated an active engagement with the movie’s marketing materials. Audiences dissected every frame of the trailer, parsing out clues and crafting their own theories about the storyline. The tagline “She’s everything. He’s just Ken.” served as a tantalizing enigma, inviting speculation and generating a buzz that resonated across social media platforms. This grassroots speculation became a part of the pre-release excitement, turning viewers into amateur sleuths and creating a shared anticipation that permeated discussions both online and offline.
In an era where instant gratification often reigns supreme, Barbie’s decision to evoke a sense of wonderment and curiosity offered a refreshing take on film promotion. By embracing the allure of the unknown, the Barbie marketing campaign demonstrated that, sometimes, the most potent marketing tool is the audience’s imagination itself.
This Barbie Knows Who They Are
The summer of 2023 will go down as the pinkest summer there ever was. With the use of their signature pink across social, on-site activations, brand collaborations, and more, Barbie cemented the brand into the minds of everyone. The result? A strong visual identity recognized everywhere. This strategic saturation of the public sphere with the iconic pink hue accomplished more than just catching the viewer’s eye, it triggered a multisensory experience that ingrained the essence of Barbie into the collective consciousness.
The omnipresence of Barbie’s pink not only stimulated visual recognition but also evoked a sense of nostalgia, playfulness, and joy. Whether it was scrolling through social media feeds, attending live events, or encountering collaborative products, the pervasive pink hue triggered an immediate association with the cinematic sensation. This immersive experience created an emotional connection that extended beyond the confines of the movie theater, allowing audiences to carry a piece of the Barbie universe with them in their everyday lives.
This Barbie Loves A Brand Collab
Whether you are traveling in style with your Beis luggage, beating the summer heat with a Cold Stone treat, or looking for your next pair of Crocs, Barbie collaborations were a hit everywhere.
These collaborations breathed new life into familiar products, infusing them with a sense of enchantment and nostalgia that only Barbie could bring.
Beis’ luggage became more than just a travel accessory; it became a vessel of dreams, carrying the spirit of adventure and exploration.
The limited edition Cold Stone ice cream was not just a delicious treat, but it became a moment of delight, evoking the joy and anticipation of a carefree summer day – just like a typical day for Barbie at her beach house.
And as for the Crocs, they transformed into more than just footwear. They became a tangible connection to the past, a reminder of the iconic doll that has been a cherished companion for so many generations.
Through these collaborations, Barbie not only expanded her reach but also touched the hearts of consumers in unexpected and meaningful ways, turning everyday experiences into extraordinary moments of magic and wonder.
A Resounding Triumph
There’s no doubt the Barbie campaign was incredibly successful, provoking a sense of excitement moviegoers haven’t experienced in years. From their seamless social activations to numerous Barbie-core collaborations, the film managed to reinvigorate the meaning of movie marketing and resulted in a $162 million opening weekend.
The Barbie campaign stands as a testament to the enduring power of creativity and connection, reaffirming the profound role that movies play in shaping the collective imagination and shaping the way we experience entertainment.
Curious to learn more about the Barbie Movie magic? Watch the video below featuring our CEO, David Brickley, as he delves into the astounding $150 Million marketing journey of the Barbie movie, alongside Technical Producer, Katie Orchard, breaking it all down and revealing the secrets to this remarkable achievement.