Barbie is having a moment. The popular doll is featured in one of the most successful films in recent times. According to Wired, the film generated over $244 million in its opening weekend alone, ranking it as the fourth-largest opening weekend in US history. It has also garnered critical acclaim and popular appeal, holding an 89% rating on Rotten Tomatoes and achieving an A CinemaScore rating. After just 17 days in theaters, the film crossed the billion-dollar mark, making it the first movie directed by a woman to do so and, according to The New York Times, making it the fastest selling movie in Warner Brothers history.
When pop culture phenomenons like this strike, it’s an opportunity for radio stations to shine. We are often at our best when we can react to something that has so thoroughly permeated the popular zeitgeist. So what did all y’all do?
I asked faithful readers of this column to tell me how their radio stations engaged with the Barbie phenomenon. Here’s what you told me:
Cheri Pridgen, the General Manager of Curtis Media Group in Raleigh, North Carolina, says:
- “WPLW-FM 96.9FM Pulse FM developed a special Barbie-themed station logo that was on our Home Page and all Social Media Pages for the Movie Premiere Weekend. We also produced on-site banners with our logo repurposed to the Barbie theme.”
- “Leading up to the movie release we did on air giveaways for movie theater tickets to see the show.”
- “We also went to a Barbie Listening Party at an area record shop before the movie released in Raleigh, North Carolina, to hear the Soundtrack. Listeners showed up in their Barbie Pink.”
- “For the “Big Wow,” we hosted a Barbie Fashion Show and Movie Premiere Party for the Barbie Movie at an area theater and shopping center.”
Jeff Walker of 98.5 WKRZ-FM in Wilkes Barre-Scranton says, “In addition to giving away tickets for Barbie, I went into the recording studio to whip up “Barbie Doll” by my group The Wackjobs.” Take a listen:
Grant Davis of 97.9 WVOK in Oxford, Alabama says:
“97.9 VOK hosted a a movie premiere night with with our partner Mizzell Heating & Air Conditioning at Amstar Cinema 12 at the Oxford Mall. Our on-air talent, Jock Burgess, and I did interviews with some of our guests in the lobby to see which toy brand movie they’d like to see next. We gave away 4 tickets to the movie and hosted a “best dressed in pink” contest where our grand prize winner won 2 Six Flags tickets, 2 Lake Winnepesaukah tickets, a $20 gas card and a dinner for two pass for Texas Roadhouse. We also gifted everyone in the theater to a free appetizer from Texas Roadhouse.”
One of the things that makes the Barbie phenomenon unique is that it comes with a signature color: hot pink. Matt Franklin of Mix 96.7 CHYR FM in Windsor & Essex County, Ontario explains how they took advantage of this for contesting: “We invited listeners to post something pink on our Facebook page to win tickets.”
He continues, “Jay [from Jay & Tori of Mix Mornings] surprised our contest winners on-site by bleaching his hair “Ken” blonde.”
Patti Marshall of Hubbard reports that Q102 in Cincinnati created special graphics for social media for the movie:
- 34,000+ Shares
- Reach over 2.5 Million
- 338,000+ in Engagement”
Teasha O’Connell adds that the station also turned their DJs into Barbie dolls:
Ben Davis of Alpha Media shared some posts from 99.7 DJX in Louisville, Kentucky:
“Middays dressed like Ken”:
“Just Ken, dressed as Ken”:
“Demonic Barbie”:
myTalk 107.1 in Minneapolis/St. Paul rebranded, complete with a billboard:
The midday hosts, Bradley & Dawn, dressed the part on the movie’s opening day:
Thanks to Hubbard’s Dan Sheeman for sharing the photos!
Even classical public radio stations got in on the action. Daniel Gilliam of Lousiville Public Media shared a Barbiecore playlist that the Music Director, Colleen Phelps, at 90.5 WUOL put together:
Of course, Barbie wasn’t without controversy, which gave news stations an opportunity to cover the movie. Kira Hoffelmeyer of KSL NewsRadio shared a story about the movie getting banned in Vietnam as well as an opinion piece on the movie by Amanda Dickson, the co-host of Utah’s Morning News and the host of A Woman’s View. The latter piece generated a lot of discussion on Facebook:
Other on-air personalities, like Rebecca Parker Cressman of KSFI FM100.3 in Salt Lake City, also shared their thoughts on the movie as a way to start a conversation on social media:
(Thanks to Sue Kelly for sharing this post with me.)
Barbie fever even spread across the globe. Juan Vorster, the Station Manager for Radiowave, which is based in Windhoek, the capital city in Namibia, said the station embraced the movie in its blog, in its podcast, on its Facebook page, and on Instagram:
Naturally, there were lots of Barbie ticket giveaways. Jay Kruz of Mix 94.9 in Cincinnati shared this:
Randy Hendrix of Hitz 104.9 in Visalia, California shared this video:
Bonnie Miller of Alpha Media shared photos from the Barbie Dream Contest run by 93.3 WFLS in Fredricksburg, Virginia:
You can hear the contest promo and the winner here:
In some cases, just a photo of the line for the Barbie movie was enough to go viral on social media. Patrick Vis of The Rush CKRW 96.1 FM in White Horse, Yukon, Canada says, “The Drive DJ snagged this photo on her way into the theatre of some Yukoners in pink! It blew up on Facebook. 1.6K likes! The comments are popping off too. The most traction we’ve had on a post in a while.”
Naturally, Aqua’s “Barbie Girl” saw a resurgence on playlists. Evan Shipe of Bob-FM in Austin reports dusting the song off an playing it over opening weekend:
The Barbie movie is the type of massive cultural phenomenon that gives radio stations the opportunity to shine, and it’s inspiring to see so many broadcasters rise to the challenge in different creative ways. Did your station find a interesting way to get in on the action? Tell us about it in the comments.
- A Simple Digital Treat to Thank Your Radio Listeners This Thanksgiving - November 13, 2023
- Interview Questions When Hiring Your Radio Station’s Next Digital Marketing Manager - November 6, 2023
- A Radio Conversation with ChatGPT: Part 2 – Promotions - October 30, 2023
Leave a Reply