Mattel
Background:
Mattel wanted to support the release of their new DVD “Barbie in the 12 Dancing Princesses” and associated line of toys with an imaginative way of reaching their target audience of young girls. As it was a movie about dancing, the agency identified the ideal opportunity – target dance schools with a multi-tiered direct marketing program that would provide tremendous value for the schools, the students and their parents by tapping into their passion for dance. The “Dance the Dream” program was perfectly in keeping with the overall Barbie brand message of empowering young children to be whatever they want to be.
Objectives
• Create awareness and support for “Barbie in The 12 Dancing Princesses”.
• Create a grassroots program that will engage the target, girls 3–8 and their parents.
• Drive consumers to the website to interact with “Barbie in The 12 Dancing Princesses”.
Creative Solution:
PHASE 1 – Invitation to register for “Dance the Dream” program sent to over 1600 national Dance Schools inviting them to register and receive free gifts.
PHASE 2 – Fulfilment package
DANCE SCHOOL FULFILLMENT PACKAGE included:
o Inspirational poster for the dance school, movie soundtrack for class. exercises, and storybook of the “Barbie in the 12 Dancing Princesses” movie
o Exclusive “Dance the Dream” dance school web site (see link) provided online tips and downloadable student achievement certificates.
PARENT FULFILLMENT PACKAGE included:
o Parent welcome letter including $5 coupon, fun Barbie activity CD, toy catalogue, poster for the child’s room and Barbie ‘dance with me’ invitation cards for their friends.
CONSUMER WEBSITE – Barbie.ca
o A whimsical Canadian-specific website was developed for the program with a fully illustrated and gloriously animated castle that encouraged young children to explore its various rooms to discover marvellous hidden delights and fantastic Barbie products.
o All communication efforts drove consumers online to www.barbie.ca where little girls could discover all the “Barbie in the 12 Dancing Princesses” toys and products available.
o Consumers were invited to create a wish list using these products and had a chance to WIN 1 of 12 wish lists comprised of their favourite “Barbie in the 12 Dancing Princesses” products!