Warner Bros. and PhotoRoom’s interactive AI selfie-generator for the upcoming “Barbie” film has gone viral, drawing in a staggering 13 million users, including celebrities like Rihanna and Pedro Pascal. The tool allows users to upload a picture of themselves which is then seamlessly integrated into the film’s promotional poster.
This creative strategy shows how marketers continue to leverage the buzz around AI to captivate consumer attention. The easy implementation of the filter by PhotoRoom, which took less than an hour, suggests similar activations could be readily achievable for other campaigns.
Cameron Curtis, executive vice president of worldwide digital marketing at Warner Bros., praised the potential of AI in a release. He said, “There are boundless opportunities to harness the power of generative AI for our upcoming campaigns. Its potential to create captivating and personalized experiences is truly remarkable, opening doors to innovative storytelling and audience engagement that were once unimaginable.
In addition to its viral selfie generator, the “Barbie” movie has seen substantial success in its diverse marketing efforts, including partnerships with several brands that align with the film’s theme. For example, a collaboration with Bumble offered users the opportunity to match with some of the film’s Barbie and Ken characters. Additionally, a partnership with Roku led to a home screen takeover featuring themed imagery like Barbie’s dream house. These robust marketing strategies have amplified the pop-culture buzz around the film and cemented the “Barbie” movie as a standout in contemporary marketing.