A Barbie girl in the Marketing world

I'm going to be honest, I didn't watch the movie 'yet'.

Listen, for me it's not about barbie, it's about Ryan Gosling, one of my favorite actors. I cannot skip one of his movies.

This last week, everything was pink, even before the film opens in cinemas. And that's the most incredible thing about this movie, is the marketing behind it.

Believe me, it's was one for the biggest movie marketing campaigns. Josh Goldstine, Warners global marketing president and the man behind this big campaign said: "I’ve probably worked on 250 movies over the course of my career, including Spider-Man. I haven’t felt this kind of electricity in a long time.”

Barbie has attracted more than 100 brand partners, from Burger King to Burberry, bringing in over $70 million for both Warners Bros and Mattel. The total amount of Barbie's marketing spend has not been confirmed, but it's around $100 million or more.

Even if it's hard for me to accept it, but Ryan Gosling and Margot Robbie aren't the biggest superstars of this movie. That trophy goes to the marketing team. They've done what's called theatrical marketing, and that's to provide the opportunity to engage with the cultural movement in an exciting way using social media, collaboration with several brands, and paid media.

Let's take a look some of this brand partnerships:

Airbnb

A special campaign from Airbnb, who allowed people to book Barbie's Dreamhouse from July 17 to celebrate the film's release on July 21.

Burger King Brazil

Barbie's menus were offered at Burger King Brazil from July 12, more than a week before the film's release. And that's what made it such a success: they didn't wait for the film's release to start promoting it, they prepared people well in advance. And they're still at it.

Balmain

Balmain in partnership with Mattel have released a limited edition collection, and the first thing you’ll notice is all the pink everywhere. That makes perfect sense, of course –for a collaboration with Barbie, you go all-out for pink, since that color has become synonymous with the brand.

All these brands are trying to rise their sales to and catch the wave of the Barbie buzz this summer. And this partnerships are good for Mattel because it's more visibility for the film. You don't have to be in the theater to pay attention to Barbie. You see it everywhere you turn.

But, we'll see if the film lives up to its marketing hype.