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Exactly seven years afterwards their arguable breach on Valentine's Day in 2004, America's admired artificial lovebirds reunited, sending the socialverse bottomward anamnesis lane.
In ceremony of Ken's 50th ceremony and aloof in time for the Valentine's Day absolution of its Candied Talkin' Ken doll, Mattel launched a affected business attack to accumulate its iconic baby couple, Barbie and Ken.
We batten with Lauren Bruksch, administrator of Barbie business at Mattel, to get the axial beat on the success of the campaign's amusing media components.
As with all chip business programs, the Barbie and Ken alliance attack took a apple to produce. Attention, Ketchum Public Relations and Mattel's centralized marketing, architecture and agenda media teams formed calm to cull it all off.
Billed as Ken's new year's resolution to win Barbie back, the attack was abundant on amusing media marketing, utilizing Facebook, Twitter, Foursquare and YouTube to advance its message.
BarbieandKen.com was the hub of the campaign, area users could vote on whether Barbie should "take Ken back" or not. The armpit appearance a Love-O-Meter, appraisal voters' animosity on the topic. (Now that the attack has ended, the folio now redirects to Barbie's Facebook page.)
Mattel managed abstracted amusing accounts for anniversary baby beyond assorted platforms during the campaign. On Facebook, Twitter and Foursquare, admirers could chase Ken's adventures as he attempted to woo Barbie aback into his arms.
Of course, this adulation adventure isn't complete after a babe in distress. Barbie's Twitter and Facebook accounts were abounding with updates about Ken's admirable gestures and requests for suggestions about how she should handle the situation.
Since reuniting, the two now allotment Barbie's Twitter and Facebook accounts, "hopefully forever," tweeted Ken. To abbreviate confusion, Ken's updates are active with "-Ken."
Mattel additionally launched a web alternation on Hulu alleged Genuine Ken, featuring host Whitney Port and eight "Ken-testants" aggressive for the appellation of "The Abundant American Boyfriend."
Mattel's attack to accumulate Barbie and Ken was one of the best chip campaigns in contempo months. In affiliation with the agenda and amusing media approach employed, the cast put on a bulk of offline stunts, including a "Catch Me If You Ken" airing that featured a backpack of afire hot Ken baby models at aftermost year's NYC Fashion's Night Out event. Ken was additionally spotted at New York's Magnolia Bakery, designing a appropriate cupcake for Barbie, which was accessible for acquirement through Valentine's Day.
Keeping up the candied trend, Mattel went absolute at acclaimed bonbon boutique Dylan's Bonbon Bar. The windows of Dylan's Manhattan flagship were decked out in Ken-branded Valentine's Day candy, and the abundance agitated a cardinal of Barbie and Ken articles for the holiday.
The cast commutual its online efforts with a mix of acceptable media buys. Billboards of Ken professing his adulation to Barbie were erected in New York and Los Angeles, and a two-page advance was placed in Us Weekly, appear on Valentine's Day (pictured at right).
During the campaign, a video (embedded above) was acquaint to Barbie's YouTube page, assuming Ken creating a contour on the dating armpit Match.com, alone to acquisition that Barbie is his absolute match.
"What we adulation about the Match.com video in accurate is that it accustomed us to, again, advertise the absoluteness of the accord amid Barbie and Ken as adventurous dolls in 2011," says Bruksch. "Barbie and Ken, actuality the avant-garde dolls they are, would accept arrested out online dating sites. They, of course, would be on Facebook, browsing through their accessible Facebook contest and blockage out the casual Facebook ad … aloof like the blow of us!"
The video was the icing on the block for this campaign. Mattel approached online dating with astute account of how bodies accommodated and acquaint on the web. Bruksch explains why agenda dating played such a role in the duo's reunion:
"The way the alliance came about was not clashing abounding added avant-garde romances that are generally accurate and aggregate via abounding amusing media channels. Abounding can acceptable chronicle to abounding of the moments that Barbie and Ken aggregate — such as autograph a amorous cachet amend in hopes of accepting the absorption of an ex-boyfriend or girlfriend, active into an ex at an accident and tweeting the abruptness encounter, testing out the online dating amnion … these are all accepted amusing accomplishments in today’s dating world.
"What did Barbie do today? Has she run into Ken? How did she acknowledge to the cupcakes Ken commissioned for her at Magnolia Bakery?
"All these aspects of Barbie’s and Ken’s lives are displayed through YouTube videos, Foursquare tips, TwitPics, Facebook updates, blog posts … area one would apprehend to acquisition them in their own lives. If addition created cupcakes for you with a adorable bakery, would you not appearance them off on Facebook?
"The Barbie and Ken avant-garde adulation adventure was a adorable (doll-ightful!) one to acquaint through amusing media, and we’re athrill that the two are — appropriately — affiliated already again."
"The action was to advantage Barbie and Ken’s assorted amusing channels to absolutely allotment moments and insights into their affair as they began to acquisition their way aback to anniversary added and appear as the ultimate Roman-TECH couple," explains Bruksch.
The attack was a huge success beyond anniversary amusing belvedere it employed. During the alliance courtship, abiding from aboriginal January to February 14, Barbie's Facebook Folio accomplished a