As if Mattel didn't do enough social media for Barbie, they have now added Ken into the mix. This year marks Ken's 50th birthday, and according to Mattel, he now wants Barbie back after their break up in 2004. Mattel has been using several social media outlets to promote Ken, his birthday and his pursuit to rekindle his love with Barbie, including Foursquare, Facebook and Twitter to name a few. The interesting part about Mattel's social media efforts for Barbie and Ken is that they treat them as if they are real people. Ken's Facebook features pictures of him going to Magnolia Bakery, which he also checked into on Foursquare, and picking out a special cake for Barbie, which customers will soon be able to purchase. The target audience for the two campaigns is adult collectors of the famous duo. As a collector myself, I find that their efforts do in fact make me want to buy their stuff and know what is going on in the world of Barbie and Ken. In addition to Ken's Facebook and Twitter accounts, Mattel has also started an online show called Genuine Ken - The Search for the Great American Boyfriend. Mattel, or Barbie and Ken rather, used social media to invite their friends and followers to nominate contestants for the show. The show can be viewed online, and you can follow it on Twitter. (#GenuineKen)I think it is very interesting how they have realized what a large market of adult collectors there are out there, and that they are working hard to play to that specific market. Go social media!! http://www.cnbc.com/id/41255096/
4 comments:
I think it's a really great idea for Barbie and Ken (Mattel) to use social media to involve their adult collectors. Love it!
I never knew Ken's last name before this! Even though the whole thing is kind of ridiculous (with the check-ins on Foursquare, etc.), it is a fun way to involve their customers.
Social media is a good and affordable way for Ken to reach adult collectors.I'm sure Ken has tons of followers who want him to get Barbie back.
I really like. Mattel has created a Barbie world. It is really a great way to engage thier consumers. It's fun and I think it will go a long way.
I vote for a reconcile of Barbie and Ken!
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