Verizon has just unveiled its Christmas campaign, enlisting everyone's favorite doll for a first-time collaboration that involves a major makeover.
Featuring Barbie "Malibu" Roberts, Barbie "Brooklyn" Roberts, Ken, and friends, the effort is centered around a life-sized Barbie DreamHouse pop-up in New York that will be transformed into the Barbie StreamHouse.
The campaign showcases the many family-friendly features of Verizon Home Internet, and the exclusive savings subscribers can get through Verizon's myPlan.
Verizon and Barbie® team up to turn the DreamHouse into the StreamHouse Powered by @Verizon Home Internet – and you’re invited!https://t.co/QYOPA0AcF2
— Verizon News (@VerizonNews) November 12, 2024
In a press release, Verizon EVP and CMO Leslie Berland highlighted how the campaign rings in the holiday season with a bang, delighting fans of all ages with the help of Barbie.
Mattel EVP and Chief Brand Officer Lisa McKnight added that the campaign is a perfect opportunity to craft a multi-generational experience.
"Bringing this landmark partnership to life through compelling content and a life-size Barbie StreamHouse, inviting fans to step into the collaborative world of Barbie and Verizon, represents our shared passion for engaging our audiences in unexpected ways," she concluded.
Verizon's 360-degree marketing campaign will run across digital, social, TV, and OOH.
The Barbie StreamHouse gives fans the chance to live their fabulous dreams in a real-life setting that's fun for the entire family.
Through experiential marketing like this, brands can create unforgettable experiences that live in the hearts of fans for years to come.
Empowering Girls
Open from December 12-15, the Barbie StreamHouse will light up the SoHo district of NYC at 214 Lafayette Street.
The experience will comprise a wide range of fun-filled activities and surprises, including:
- Opportunities to score exclusive merchandise, customized phone cases, t-shirts, and more
- An interactive tour hosted by Barbie, with photo ops, games, and giveaways
- A virtual shopping experience featuring the Barbie Phone, Verizon's Gizmo Watch, and more
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Additionally, the campaign will support the Barbie Dream Gap Project, a multi-year international program created to raise awareness about the many obstacles that prevent girls from realizing their full potential.
It also supports Girls, Inc., New York City, the leading organization for girl leadership that empowers them to reach their full potential.
Together, Mattel Philanthropy and Verizon will also invite 100 students to join a special Barbie StreamHouse experience, where they will be given a behind-the-scenes tour of Verizon tech, as well as Barbie-themed holiday play kits.
Enter the StreamHouse
A short spot titled "Verizon Home Internet Just Got Dreamier" begins on Christmas Day inside the Barbie DreamHouse, where Barbie unwraps a Verizon WiFi unit that brings the internet to every corner of every room.
The WiFi helps Barbie and her friends all around the house, including two gamers playing a video game, a group of Barbies streaming TV shows, and two Barbies with a podcast.
Barbieland humor persists throughout the spot as the dolls express their frustrations about not having opposable thumbs or being able to blink.
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As Malibu Barbie begins live-streaming, Ken hilariously unplugs the WiFi to make way for his blender to everyone's frustration.
The spot ends as Ken plugs the WiFi back in and everyone goes back to having fun.
Barbie has always supported girl power. Back in September, Barbie launched a campaign with 72andSunny that encouraged parents to support their children's potential.
