March 8, 2010

Barbie uses social media to choose her next career

Even Barbie uses social media.

Even Barbie uses social media.

The 50-plus doll was once limited to traditionally “feminine” career choices such as ballerina, model, teacher or nurse. As times changed and women threw off their shackles (did Barbie ever even have a bra to burn?), her options expanded: paratrooper, paleontologist, pilot and even President of the United States.

Now, for the first time ever, loyal Barbie fans were asked to help her choose her 125th career for the “I Can Be” doll series by voting on the following: architect, computer engineer, environmentalist, news anchor or surgeon. Twitter followers and fans on Facebook voted for News Anchor Barbie — she’ll be available this fall. The social media campaign was such a success that fans insisted on choosing Barbie’s 126th career, computer engineer, coming in winter.

Barbie used her Twitter account (@BarbieStyle) to keep the conversation going with her followers.

Barbie: Secret agent? Publicist? Electrical engineer? Heartin’ your suggestions, dolls! @marielcisneros @sticktomyguns @rocquel74

This helped validate the suggestions people offered and kept the hype up about her next career. Barbie also sent out announcements through Facebook:

Barbie: I can’t believe it’s only one more week ’til I get my new dream job! Gosh, I better hit the beach and soak up the fun while I can…

Even with her new careers determined, The Barbster is still engaging with consumers and fans:

Barbie: This just in: I’m still deciding on a perfectly doll-tastic nightly news sign off…Suggestions?

Looks like Barbie is going to have a busy year. But not to worry — she’ll make time to keep in touch with her fans through Twitter and Facebook between reporting the news and developing the next big technology for computers.

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