• Marketing Land
  • Sections
    • MarTech
    • CMO
    • Social
    • SEM
    • SEO
    • Mobile
    • Analytics
    • Display
    • Email
    • Retail
    • Video
    • Home
  • Follow Us
    • Follow
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Display
  • Retail
  • MarTech
  • More
    • Follow
  • SUBSCRIBE

Marketing Land

Marketing Land
  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Display
  • Email
  • Retail
  • Video
  • Newsletters
  • Home
CMO Zone

Get the most important digital marketing news each day. Sign up for our NEW daily brief.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


American Girl To Crowdsource Film Introducing New Doll

What better way to get young girls intrigued than to offer them the opportunity to star in a YouTube video? That's the idea behind the Mattel brand's social effort surrounding two of its historical dolls.

Steve Hall on August 11, 2015 at 3:23 pm
  • More
american-girl-short-film-project

To hype the August 27 introduction of a new American Girl Doll, the brand has teamed with the Tongal crowdsourcing community to create and produce Web films highlighting each doll. One video will feature the new doll — 1950s historical character Maryellen Larkin — and the other will showcase fan favorite Julie Albright, a doll from the 1970s.

From August 14 to 24, the brand is reaching out to girls 8 to 14 and inviting them to participate in a casting call for the two 15-minute online films. The brand has launched a casting call site where girls and their parents can choose from provided scripts for one or both of the American Doll characters. Then, contestants create and submit a three-minute casting video based on the script. Previously, the crowdsourcing site was tapped to come up with screenplay outlines, screenplays and video demos related to the overall project.

In this current stage, the brand will select ten girls “who best embody the spirit of Maryellen and Julie” and ask the public to vote for their favorites portraying each character. Voting begins August 31. Following the public vote, the brand will select two winners who will each receive $10,000 and a trip to film the movie. Other prizes and dollar amounts will be awarded to other Tongal community members involved in producing the film.

The creation of the two films is being handled entirely by the Tongal creative community, with the final films receiving release on the American Girl website and social channels in the fall.

American Girl has been promoting the casting call on its social channels:

American Girl is casting girls to play Maryellen and Julie—submissions start 8/14: http://t.co/d686yAW74L pic.twitter.com/ZPeMnzgdb1

— American Girl (@American_Girl) August 10, 2015

2015-08-11_14-21-04

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Steve Hall
Steve Hall is a marketing professional, publisher, writer, community manager, photographer and all-around lover of advertising.

Related Topics

Channel: CMO ZoneContent MarketingCreative Of The DayGoogle: YouTubeSocial Media MarketingVideo

Get the most important digital marketing news each day. Sign up for our NEW daily brief.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.


We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

ATTEND OUR CONFERENCES

April 15-17, 2020: San Jose

October 6-8, 2020: Boston

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

November 18-19, 2019: SMX Paris

February 19-20, 2020: SMX West

March 18-19, 2020: SMX Munich

June 8-10, 2020: SMX Advanced

November 11-12, 2020: SMX East

May 21-22, 2019: SMX London

Sept 30 - Oct 1, 2019: SMX Advanced Europe

×


Learn More About Our SMX Events

White Papers

  • The Ultimate Agency Guide for Choosing the Right Marketing Automation Vendor.pdf
  • How Good Partnerships Should Reduce Your Workflow
  • Digital Insights 2019: How marketers confront the obstacles of digital customer engagement
  • 14 Industry Experts on the Future of Attribution
  • The Essential Guide to Protecting Your Ad Spend from Invalid Traffic
See More Whitepapers

Webinars

  • 2020 Outlook for AI in B2B Marketing
  • Build Brand Humanity by Mastering Empathy at Scale
  • The Fantastic 5: Emerging strategies to drive conversions & growth
See More Webinars

Research Reports

  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Enterprise SEO Platforms
  • Call Analytics Platforms
See More Research
Sidebar Inbox Deliverability 2019
Sign up for our NEW daily brief.
Marketing Land
Download the Marketing Land app on iTunes Download the Marketing Land App on Google Play

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech West
  • MarTech East
  • SMX West
  • SMX London
  • SMX Advanced
  • SMX East

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference
  • Search Marketing Expo

About

  • About Us
  • Contact
  • Privacy
  • Advertise
  • Marketing Services
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2019 Third Door Media, Inc. All rights reserved.