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Live Like Barbie for a Day in Malibu DreamHouse
A Marketing Stunt
Ahead of the release of director Greta Gerwig's upcoming movie "Barbie," a listing has appeared on Airbnb for guests to stay in Barbie's Malibu DreamHouse. The all-pink mansion will be hosted by Ken, played by Ryan Gosling in the movie, and the property looks exactly like the iconic Barbie playset come to life. This marketing stunt will enable guests to experience living like Malibu Barbie for a day.
The Malibu DreamHouse
The life-size toy pink mansion is located perfectly above the beach with panoramic views. The house features an infinity pool, wraparound balcony, outdoor dance floor, and workout area. However, according to Airbnb, there is no kitchen, TV, shampoo, or hair dryer in the DreamHouse. The guests will have access to Ken's wardrobe, containing the best beach fits, a set of yellow-and-pink roller skates, and a surfboard.
The Booking Details
Airbnb offers two one-night stays on July 21 and 22 for two guests. The property will be available for bookings on July 17, and Airbnb will not charge for the stay. However, the listing clarifies that it is not a contest, and the guests are responsible for their own travel to and from Malibu. Guests will be met by a concierge who will show them the property, arrange meals, and ensure a comfortable stay.
Other Hollywood Marketing Stunts
It's not the first time that a Hollywood film has created an iconic location in its movie's marketing. Last December, Netflix posted a fictional $450 million Zillow listing for the 17-bedroom, 22-bathroom, 29,000-square-foot house featured in "Glass Onion: A Knives Out Mystery." However, unlike the Barbie Malibu DreamHouse, fans didn't get the opportunity to spend the night.
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The Barbie Malibu DreamHouse marketing stunt by Airbnb in partnership with the upcoming "Barbie" movie release underlines how brands can create excitement and engagement through experiential marketing. While Airbnb guests will live like Malibu Barbie for a day, this campaign sets an innovative precedent for how new businesses can create a buzz. By creating an all-encompassing experience featuring unique and creative experiences for guests, businesses can attract new customers. For instance, a startup could offer interactive pop-up exhibits that not only then tie in with the company's marketing efforts but also create social media buzz. Moreover, while such campaigns help build brand equity and awareness, they must add value to the customer's lives. Hence, new businesses must ensure that their experience is unique and memorable, offering something that the customer couldn't get elsewhere. Creative and experiential marketing are especially effective in the current digital age when customer awareness has shifted to the intersection of digital and physical realms. To succeed, new businesses must take a note from the Barbie Malibu DreamHouse marketing stunt and leverage interactive experiences to attract new clients.