sales promotion & events
JUST ME AND MY DAD
Cranbourne Park celebrates Father’s Day with a contemporary
Barbie-theme event
As part of Mattel’s international campaign, Dads Who Play Barbie,
Cranbourne Park (Australia) was the first shopping center to host a
theme Father’s Day event. Looking to inspire dad-and-daughter bonding
time, the campaign aims to raise awareness and show the positive impact
that quality time can have on a girl’s development.
“At Cranbourne Park, we pride ourselves on being family-friendly and
we know and appreciate that each family is different. Families are at the
center of our local community and we’re delighted to be able to support
and spread the core messages of [the campaign]: father-daughter bonding,
merging real and imaginary worlds, gender neutrality, and acceptance,”
said Maggie Harrison, marketing manager.
The pop-up event offered a Barbie activity zone with a focus on
sparking creativity with features such as a craft area, handball game, and
collaborative dream wall for little ones to share their future dreams. A
life-size Barbie signature box was also on the scene for a perfect photo op.
THE BOTTOM LINE
The following is a cost breakdown for Cranbourne Park’s
Dads Who Play Barbie event:
Activity zone: A$4,900 (US$3,900)
Press advertising: A$696 (US$555)
Social media: A$300 (US$ 240)
Prize: A$200 (US$160)
LEFT: The
Barbie set
was perfect
for keepsake
photo taking.
BELOW:
"...the campaign aims to raise
awareness and show the positive
impact that quality time can have
on a girl’s development."
The Barbie
activity zone
was one of
the pop-up
event's
highlights.
Cranbourne Park used a mix of strategies to connect with its market
and attract fathers and families to the center leading up to the special day.
It did it through engaging activation. Most notably, the marketing team
encouraged shoppers to snap a pic while exploring the activity zone and
share it online with the #CranbournePark and #DadsWhoPlayBarbie
hashtags for a chance to win a high-value Barbie prize pack.
With more than 300 visitors to the activity zone throughout the day
(90 percent of whom were fathers and their daughters taking advantage
of the play opportunity), Cranbourne Park experienced a 3.11-percent
increase in daily traffic compared to the same day the previous year.
“The community response was overwhelmingly positive with many
dads commenting that it was the first time they felt comfortable playing
dolls with their daughters,” added Harrison.
PAGE : 13