Vicinity Cranbourne Park, Father’s Day Event, Dads who play with Barbie @ Cranbourne Park

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.

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.

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)

Nov.
2017