Variety’s Marketing Visionary Award Honorees Reflect on Risky Yet Rewarding Strategies for ‘Barbie,’ ‘Poker Face’ and More
variety.comKaren Idelson In the fast-paced world of viral campaigns and emerging platforms, digital marketers are constantly refining their approach to draw in consumer engagement.Whether it’s for film, television or gaming projects, Hollywood employs cutting-edge strategies to attract audiences, especially when viewers are more empowered and able than ever to give direct feedback via social media.
Leaders in the field, who will be honored at Variety Spotify’s Entertainment Marketing Visionary Awards on Oct. 26, are listening and pivoting when necessary, leading to some of the past year’s most memorable digital campaigns.Josh Goldstine, head of worldwide marketing at Warner Bros.
Pictures Group, dared to use the word “hate” in trailers for “Barbie” early on and had tremendous success with it. Negative words are usually avoided in promotional material, yet “Barbie” trailers asserted that the film was for everyone who loves and hates the iconic Mattel doll.“We had to be willing to take risks in a way that that the film takes risks,” explains Goldstine. “It’s also acknowledging that there are a variety of responses to Barbie.
We had a theory that older female audiences would [go to the movie] with younger audiences and they would share those early Barbie memories they had.
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