barbie and ken.

This has to be one of the best digital campaigns out there at the moment!

Barbie and Ken broke up on Valentine's Day 2004, ending a 43 year long love story. Now however, the largest toy company in the world, Mattel Inc. are pulling out all the stops to reunite them. The Barbie and Ken site has a love-o-meter where people can have their say on the matter, currently leaning towards "let him down easy" (go barbie!).

Campaign is making the most of social media sites such as Facebook, Twitter, Foursquare and Youtube and has generated a big following.

Why is this campaign so successful?

- storyline remains consistent and entertaining

- consumers are emotionally engaged

I saw a ridiculous comment on one article about this very campaign. Someone (obviously not possessing a lot of knowledge on the topic of marketing in general, let alone SMM) said that it's not targeting young girls very effectively.

Jaysus. Think a little, will you? Who buys the dolls? Their mums. Which demographic group is the fastest growing on social media sites? Over 35s. Also, is the objective for this campaign to sell more products? Well, ultimately, that's the objective for every campaign, but usually there are some steps in between, in this case: awareness.

Get it right.