• After 7 years of separation, Mattel thought it was only fitting to reunite America’s favorite couple.

• In order to promote the 50th Anniversary of the Ken Doll, Mattel launched a social campaign that included Facebook, Twitter, and its own Web Site in order to reunite Barbie and Ken.

Programming:Programming:•Mainly social media: Facebook, Twitter, Foursquare and YouTube• Mattel launched BarbieandKen.com allowing fans to vote on whether Barbie should take Ken Back.•Barbie and Ken each had Twitter, Facebook and Foursquare accounts for fans to follow.

• Barbie’s social media accounts featured updates about Ken’s romantic gestures. Ken’s accounts featured info about his next moves to woo Barbie.

• http://www.facebook.com/barbie

Programming Cont’d•http://www.youtube.com/watch?v=mvz5wgPBa1M•http://www.youtube.com/watch?v=F0IQBgfphk4

Programming Cont’d• Mattel utilized billboards and other ad spaces to promote the campaign in addition to using social media.

Programming Cont’d•Just in time for Valentine’s Day, Magnolia Bakery in NYC featured custom “You’re The Only Doll For Me” cupcakes starting January 28th, 2010.

Programming Cont’d•Mattel launched a digital reality series on Hulu called “Genuine Ken: The Search for the Great American Boyfriend.”•The series featured eight episodes.• The show featured challenges to test the contestants to see if they were boyfriend material, like Ken.

http://genuineken.com/

EVALUATION Increase in brand awareness was successful.

•34% increase in Barbie’s Facebook fans. •200% increase in Facebook engagement (comments, likes, shares).•5 million page views of BarbieandKen.com

•Elisa Schreiber, a spokeswoman for Hulu, said that on days when “Genuine Ken” had a new episode premiere, it was “often among the most popularity reality shows on Hulu.”

•On February 14th, #BarbieandKen was trending in 15 different cities, and the words “Barbie” and “Ken” were tweeted every two minutes.