On March 9, 2010, Universal unveiled the newest addition to its successful Barbie DVD franchise, entitled Barbie in a Mermaid Tale, which received PR support from High Road to drive buzz with media and consumers.
Targeting girls aged 3 to 10 with core target of 3 to 6, as well as their moms, the goal was to generate consumer excitement for the DVD release. Given March was a noisy timeframe for children’s entertainment and consumer products, particularly due to the spring break push, our secondary goal was to push through the clutter to ensure Barbie in a Mermaid Tale maintained share of voice during release time frame.
To achieve these goals, High Road engaged in a media relations and promotions campaign, as well as a direct-to-consumer screening event with a strong focus on the mommy blogger and online communities.
To drive excitement about the movie with moms and their daughters, Universal and Mattel hosted a Barbie in a Mermaid Tale screening event in Toronto on March 6th. The event offered an exclusive and engaging experience, highlighting the mermaid and surfing themes as well as the “different is special” message from the film, and featured a visit from “Barbie” herself. Tickets were given away through contesting on mommy blogs and broadcast media.
More than 200 parents and children attended the screening, and over 1,600 watched a video posted to YummyMummyClub.ca and MSN about the event that was produced by the event’s host, Erica Ehm.
Learn more at: http://www.yummymummyclub.ca/barbie_movie_premiere?s=newsletter031810