News
MATTEL: New Barbie campaign announced
Katie Roberts Aug 6 2008, 10:59am
Mattel has teamed up with Turner Media Innovations to promote Barbie Life.
The company has announced the 'LOL (Laugh Out Loud) campaign, which will run from August until December on children's channel, Boomerang.
The campaign will promote a different Barbie Life product each month with activity driving viewers to a Barbie microsite hosted by Boomerang's website.
Viewers will then be given the chance to ask the evergreen doll a question. The best question overall will win the chance to ask Barbie the question on air on the TV channel.
The campaign will also include a range of online activity around key products in the range, alongside retail communications providing direct links to purchase.
The manufacturer will also by tying up with retailers to include in-store promotion.
Mattel girls' senior marketing manager said: "The campaign with TMi offers not only a content-rich experience for girls but also helps consumers identify key retailers to activate purchase. It is just one of a number of initiatives being undertaken to engage girls and customers in the Barbie brand."
