In an industry where there is a lot of excitement and competition, there also is a lot of creativity in the entertainment and movie business. While movies and their stars are focused on generating the most from the box office, there is another competition in the works: the marketing battlefield.
We have seen some great activations and campaigns for movies, but I think we should see what Super Mario Bros and Barbie both have done. SMB opened up this weekend and has SOARED to record box office heights for their movie, and Barbie will open later this summer.
What do I like about the Super Mario Bros and the Barbie movies? Well, not only do they represent pretty much my childhood – they have also done some really cool activations that have helped them with their excitement for their respective movies. With pretty good results.
Social / digital first mentality
The strategy for both movie campaigns here was very clear in terms of their overall goals – to have a digital and social push first and foremost focus. Who shares the trailers? The movie accounts of course, but the stars are the ones pushing the content. What is being shared exactly? Trailers and information, but also teasers.
Utilizing talent in movie to grab attention
This is what SMB did with their star Jack Black, who plays Bowser. Black has gotten rave reviews for his portrayal of Bowser (fun fact – along with Luigi, Bowser is my go-to for Mario Kart!). However, what if you write, sing, and release a song that was featured for a short second in the movie to make it go viral? Genius move as this content will be shared, discussed, and watched by others who have seen the movie – and motivate others to check it out.
Personalize the experience with AI
The Barbie movie took a different approach when they released their new trailer for the movie by also promoting their Barbie AI generator. This tool allows you to create your own Barbie trailer photo like the main movie characters and personalize it. Brands jumped all over this – along with users – as it was being discussed across the board on and offline.
This is great because 1) it allows audiences and brands to interact with the brand, 2) create something that is personal to them yet tied to the movie campaign and 3) consumable content that continues the conversation related to the movie campaign.
And yes, I am a Barbie that is powered by coffee!
What can we learn from both of these campaigns?
- Create opportunities for fans and others to interact and personalize the content to fit their needs and expectations.
- Embrace new content that would attract attention in new ways like a song or additional media components.
- Tap into nostalgia content and opportunities for audiences, but present it in a new way.
- Allow audiences to share and be part of the experience.
Let me know what you all think about this. Thanks and have a great day!
Best Wishes,
