Class
Article
College
College of Humanities and Social Sciences
Department
Journalism and Communication Department
Faculty Mentor
Aggrey Otieno
Presentation Type
Poster Presentation
Abstract
The 2023 Barbie movie became a cultural phenomenon, driven by an innovative marketing campaign that leveraged memes and user- generated content, particularly on TikTok. Users embraced the movie's catchy songs and dance routines, sparking widespread excitement. Strategic brand collaborations with Crocs, Cold Stone Creamery, and NYX, combined with the fashion industry's embrace of pink, amplified the film's impact. Notably, the extensive use of fluorescent pink paint led to a global shortage. The teaser trailer, which parodied 2001: A Space Odyssey and premiered before Avatar: The Way of Water, generated early buzz by challenging audience expectations. The “Barbenheimer” phenomenon emerged when Oppenheimer and Barbie premiered on the same day, encouraging audiences to watch both films in a double feature. This unique event, fueled by online discussions and support from cast members of both films, expanded the movie's cultural footprint. Ultimately, the success of the marketing campaign highlighted the power of social media in transforming a movie into a global sensation.
Location
Logan, UT
Start Date
4-9-2025 2:30 PM
End Date
4-9-2025 3:20 PM
Included in
The Meme-ification of Barbie: How Social Media Turned a Movie Into a Cultural Phenomenon
Logan, UT
The 2023 Barbie movie became a cultural phenomenon, driven by an innovative marketing campaign that leveraged memes and user- generated content, particularly on TikTok. Users embraced the movie's catchy songs and dance routines, sparking widespread excitement. Strategic brand collaborations with Crocs, Cold Stone Creamery, and NYX, combined with the fashion industry's embrace of pink, amplified the film's impact. Notably, the extensive use of fluorescent pink paint led to a global shortage. The teaser trailer, which parodied 2001: A Space Odyssey and premiered before Avatar: The Way of Water, generated early buzz by challenging audience expectations. The “Barbenheimer” phenomenon emerged when Oppenheimer and Barbie premiered on the same day, encouraging audiences to watch both films in a double feature. This unique event, fueled by online discussions and support from cast members of both films, expanded the movie's cultural footprint. Ultimately, the success of the marketing campaign highlighted the power of social media in transforming a movie into a global sensation.