Top Lessons from Barbenheimer’s Out-Of-The-Box Marketing Strategies

‘Barbie vs. Oppenheimer’, which is now termed ‘Barbenheimer’, is all the rage. The most-anticipated movie duo releasing with a star-studded cast has become a massive phenomenon on social media.?

Ever since the two were set to release on the same day, people started hyping them up and pitting them against each other.?

So, is this the marketing showdown of the decade? Let’s uncover the thrilling secrets behind Barbenheimer’s digital marketing tug-of-war!

The Rivalry Between Barbie vs. Oppenheimer

Greta Gerwig’s?‘Barbie’?movie is making huge waves. Barbie fans are excited to witness the cinematic debut of their beloved childhood icon. It’s a satirical tale that follows Barbie’s self-discovery journey after her exile from Barbieland. Margot Robbie and Ryan Gosling, cast as Barbie and Ken, are also big reasons behind all the buzz.?

On the other hand,?Christopher Nolan’s?Oppenheimer?is a biopic starring Cillian Murphy as the American scientist, J. Robert Oppenheimer. It follows the story behind the making of the atomic bomb.??

So, How Did Barbenheimer Become A Phenomenon?

It stems from a studio rivalry between Universal Pictures and Warner Bros. It all started when Christopher Nolan, who had been with Warner Bros. for two decades, departed from the studio.?

Nolan’s new movie, Oppenheimer, found a home at Universal Pictures, setting a release date for July 21, 2023. At the same time, Warner Bros. announced that their movie, Barbie, would also release on the same date.?

This rivalry, coupled with Nolan’s history with Warner Bros., added even more excitement to the clash, giving rise to the ‘Barbenheimer’ phenomenon.

Social Media Impact of Barbenheimer

The craze of the two movies made a huge social impact. As?Amy Shanler, a public relations expert with 20 years of experience, says:

“The best PR isn’t when you do it on your own; it’s when other people are doing it for you.”

There have been approximately??7 million?social media posts about Barbie this year. It boosted the engagement on Barbie and Oppenheimer-related content to 277 million.

Brands seized the opportunity to capitalize on Barbenheimer’s engagement by creating inspired posts, tapping into the buzz, and amplifying the conversation.

Examples of Brands Using Barbie and Oppenheimer-Inspired Posts

Oreo: The cookie brand posted an image captioning the iconic Barbie phrase, “She’s everything. He’s just Ken.”

Baskin N Robbins: Shared a reel featuring a Barbie-inspired cake with the caption, “Okay, but can we live in the Barbie? Dreamhouse Adventures DecoSet? Cake??? #31DaysOfYay”

Wendy’s: Creatively tied in their strawberry Frosty with a theater visit.

Burger King: Also jumped on the bandwagon.

RODE: This Australian brand took inspiration from Barbie to showcase its Barbie movie-themed setup.

Decoding Barbie vs. Oppenheimer’s Digital Marketing Strategy

The Barbenheimer phenomenon owes much to the brilliant PR teams of both movies and their mastery over digital marketing.?

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