When it comes to movies, Beetlejuice and Barbie couldn’t be more different — and yet, both are standout marketing examples of how to build excitement, captivate audiences, and ensure box office success. From nostalgic callbacks to playful reinvention, these films offer unique approaches to marketing that brands can learn from.
Let’s dive into how the marketing campaigns behind Beetlejuice and Barbie set the stage for their iconic status.
Beetlejuice’s Nostalgia Marketing
Beetlejuice, directed by Tim Burton, has long been a cult classic since its release in 1988. So, when a sequel was announced, their team leaned heavily on nostalgia marketing. Fans of the original film were eager to revisit the quirky world of the Ghost with the Most, and the campaign smartly played into that sentiment.
Targeting the Original Fans
The marketing for Beetlejuice Beetlejuice primarily spoke to fans of the original, using references to iconic scenes, quotes, and characters. For brands, this is a powerful strategy. If you can tap into an already-established audience’s emotional connection, you’re already halfway to winning their loyalty.
Playful Teasers
Early teaser trailers and posters for the sequel highlighted Michael Keaton’s return as Beetlejuice, with the tagline “It’s Showtime!” This throwback to one of the original’s most famous lines helped rekindle excitement and anticipation.
Social Media Buzz
The campaign also utilized social media to reach new audiences while still catering to long-time fans. By sharing behind-the-scenes footage, throwback clips, and fan art, Beetlejuice marketing kept the conversation alive and well.
The Barbie Movie’s Fresh Take
On the other hand, Barbie had a completely different challenge — reinventing a decades-old brand for a modern audience. The Barbie movie marketing team knew that they had to break away from the traditional “pink and perfect” image associated with the doll and turn it into something fresh, funny, and deeply relatable.
Subverting Expectations
The Barbie marketing campaign flipped traditional perceptions of the doll by using humor and irony. The first teaser trailer, for example, parodied 2001: A Space Odyssey, signaling that this wasn’t your typical Barbie movie. This strategy not only generated curiosity but also attracted an audience that might not have been interested otherwise.
Collaborations and Partnerships
Mattel and the movie’s marketing team pulled out all the stops with brand collaborations. From Barbie-themed fashion collections to custom pink shoes, Barbie went beyond the screen and into everyday life. For brands, this kind of omnichannel marketing creates a cohesive experience that feels fresh and exciting.
User-Generated Content
The Barbie campaign also tapped into the power of user-generated content (UGC). By creating fun filters, challenges, and interactive social media elements, the marketing team turned fans into brand advocates who spread the word organically.
Comparing the Two: Nostalgia vs. Reinvention
Both films used distinct marketing strategies that catered to their strengths:
- Audience: Beetlejuice relied on the loyal fan base built over decades, while Barbie aimed to bring new life to a legacy brand by appealing to modern audiences.
- Tone: While Beetlejuice stuck to its quirky, dark-comedy roots, Barbie surprised audiences with humor, satire, and boldness that felt fresh and in touch with current cultural conversations.
- Brand Partnerships: While Beetlejuice focused on character and plot-driven teasers, Barbie leaned into product collaborations and lifestyle branding that turned the movie into a broader cultural moment.
Takeaways for Marketers
The creative marketing campaigns for both Beetlejuice and Barbie teach us that understanding your brand’s legacy and audience is key to crafting a winning strategy.
1. NOSTALGIA WORKS. If your brand has a long-standing history, don’t be afraid to leverage it. People love revisiting beloved characters, themes, and memories, just as Beetlejuice fans were eager for a return to Tim Burton’s eerie yet charming world.
2. REINVENTION IS POWERFUL. If you’re looking to attract a new or broader audience, take a page from Barbie and flip the narrative. By playing against expectations, you can create a buzz that gets people talking and draws in new fans.
3. OMNICHANNEL STRATEGIES BUILD HYPE. From product collaborations to social media filters, Barbie capitalized on omnichannel marketing. Having multiple touchpoints across different platforms and industries maximizes exposure and keeps the excitement going.
In the end, whether you’re marketing a nostalgic sequel or reinventing a beloved brand, understanding your audience and creating campaigns that engage and excite them are the keys to success.
Get Creative with MARION
Looking for your next great marketing campaign? At MARION, we specialize in crafting creative and tailored strategies that resonate with your audience. So, if you’re looking to tap into nostalgia or launch a brand refresh, we’ve got the tools to bring your vision to life.
Contact us today to start your next marketing campaign!
