evm_september-2023 - 36

Six Activations that Painted
the Summer Pink
Think Pink
On top of the endless array of licensing partnerships that led to " Barbie " -themed beauty, apparel and home accessory products, and limited-edition food and beverage
items, were plenty of other avenues for getting up close and personal with the film through activations produced around the globe.
AIRBNB'S DREAM HOUSE
Back in 2019, Airbnb made Barbie's Malibu Dream
House a reality, offering a limited-time stay at the
property (naturally, set in the heart of Malibu, CA) to
celebrate the doll's 60th anniversary. Over the summer,
the listing reappeared, but this time, Ken was the man
of the house and Airbnb went all-out to transform
the mansion into a genuine extension of the " Barbie "
movie's aesthetic and storyline. The " Kenergy " was
strong, with a full Ken-inspired wardrobe, the Kendom
Saloon from the film, an outdoor disco dance floor,
cowboy boots galore, beachy décor and activities (lest
we forget, " Ken is beach " ), and even a new set of neon
Impala roller blades and surfboards to take home for
those lucky enough to score the two-night booking.
THE MALIBU BARBIE CAFÉ
" Barbie " fans in New York City, Chicago and, coming
this fall, the Mall of America in Minnesota, are
invited to reserve a spot at the Malibu Barbie Café,
a themed dining experience produced by Bucket
Listers. The 90-minute jaunt spans myriad photo
ops, including a life-sized Barbie doll box, retro-glam
décor, playful menu items whipped up by chef Becky
Brown, including Pacific Paradise Rainbow Pancakes
and Sun is Hot Tea, and the option to donate $1 to
charity to access the on-site roller rink.
NYX'S COVENT GARDEN POP-UP
NYX promoted its limited-edition " Barbie " -themed
makeup collection at a vibrant " beach paradise " popup
in London's Covent Garden the week before the
film debuted. The activation entailed share-worthy
installations, like a mirror in the shape of a giant flip
phone, a dedicated photo booth, a lifeguard station,
slushies and, of course, the opportunity for attendees
to get their makeup done by the brand and purchase
their favorite products. (Agency: Backlash)
MALL OF ASIA'S BARBIE LAND
EXPERIENCE
The Mall of Asia, a " super mall " located in the
Philippines, invited shoppers to plunge themselves
into its Barbie Land Experience for two weeks in July.
The gigantic footprint in the property's atrium was an
homage to the film, and included life-sized Barbie doll
boxes, a two-story Dream House with a Music Room
playing songs from the soundtrack, a slide and pool
ball pit, a whimsical cart filled with " Barbie " -themed
donuts from Krispy Kreme, Barbie dolls for sale, a
fashion installation and a pink Corvette cut-out at the
center of it all.
36
EVENT MARKETER FALL 2023
THE BARBIE DREAM CRUISE
Warner Bros. executed a one-night Barbie Dream
Cruise event that sailed out of Boston Harbor and
invited adults to arrive wearing their best Barbiecore
or Ken-inspired outfits. More than 600 people
attended the experience, which entailed a dj spinning
tunes, like those from the soundtrack, photo ops,
inflatables, branded giveaways and plenty of moviethemed
cocktails. (Partner: Fangirl Fantasy)
HONORABLE MENTION: 'BARBIE' OOH
In addition to experiential programming, " Barbie "
inspired a number of sparkly OOH displays around the
world. Among standout projects in partnership with
Warner Bros. Australia were meticulously decorated
bus shelters, including one that had a hot-pink sofa in
place of a bench, and a 3D anamorphic billboard box
in the heart of Melbourne that had a winking Barbie
appear to be breaking free from the display. (Partners:
oOh!Media; EssenceMediacom)
eventmarketer.com
IMAGE CREDITS: HOGWASH STUDIOS, BUCKETLISTERS, KEVIN MORAN, SM SUPERMALLS, STEPH SOLIS/AXIOS BOSTON, OOH!MEDIA
http://www.eventmarketer.com
evm_september-2023

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