Based on one of the most beloved toys of all time, Barbie The Movie was set to premiere in summer 2023. To generate mass awareness and excitement for the movie, Warner Bros. Pictures and turned to our Toys Innovation Team, requesting support for the theatrical release through the creation of a unique, first-to-market campaign, in parallel with longstanding partner and toy licensee Mattel, whose own agenda included the launch of cross-category merchandise.
The bar set was ambitious, empathizing with WB and Mattel’s uniquely divergent and holistically convergent KPIs. With the help and partnership of cross-functional teams, stake holders, and executive leadership, the project was delivered in a timely manner, with the movie becoming WB’s highest grossing to date at $1.45b , while driving product sales and Amazon storefront visits in record numbers for Mattel.
“Best Week Ever” represented Phase 1 of 2 of the experience, focused on building excitement for the Barbie brand and product time-released around themes of the upcoming film. To help sell in the idea of a gamified multi-day deal, I explained to WB and Mattel leadership it was like progressing through a sequence of touch-points on a Super Mario World Map. For those entering after launch, they would be brought into the current day, with the ability to browse backwards to any previous day and deals.
To keep people in the loop, they had a chance to opt in to time-released email alerts, with one sent upon sign up, another half-way through the campaign, and another near the end of the campaign.
Upon closer timing to the movie launch, Phase 2 of 2 was launched, with the experience evolving into an entertainment focus, with the latest trailer shifting to the top with the main cast in Mattel logo silhouettes, a place to browse more product, and an opportunity to download the Alexa “Barbie the Movie” theme.
The initiative went on to receive several awards in the Ad and Toy industry, with the Toys Innovation Team Head of Sales and myself accepting the OMMA Award in NYC with leadership from the Mattel team.