- PhotoRoom, an AI-based photo editing app, shared success indicators from its recent tie up with Warner Bros. and agency Bond for an official “Barbie” selfie-generator filter ahead of the film’s July 21 debut, in response to a press release.
- In total, the interactive barbieselfie.ai filter has been used over 13 million times since its April 3 release. The filter functions by utilizing PhotoRoom’s API to remove backgrounds from user-generated content, replacing it with a picture that replicates the film’s promotional posters.
- The filter has proven popular, having been utilized by consumers, brands and celebrities including Rihanna and actor Pedro Pascal. The effort was certainly one of the various marketing plays for “Barbie” that helped the film garner a $155 million opening weekend on the box office.
Warner Bros. and PhotoRoom’s “Barbie” selfie-generator is a sign of how marketers are continuing to look to buzz surrounding AI as a way to capture the eye of consumers, and its success may very well be a signal to others in Hollywood trying to make the most of similar strategies. The tech has been at the middle of adland this 12 months, with activations from Coca-Cola and Mint Mobile amongst early examples.
Consumers using the interactive offering can upload a picture of themselves to be immediately plugged into the “Barbie” film’s promotional poster. The filter, which has gained much of its attention from being shared across social media, relies on the usage of visual AI and took lower than an hour for PhotoRoom to implement, suggesting that similar activations may very well be nearby for others.
“There are boundless opportunities to harness the ability of generative AI for our upcoming campaigns. Its potential to create fascinating and personalized experiences is actually remarkable, opening doors to progressive storytelling and audience engagement that were once unimaginable,” said Cameron Curtis, executive vp of worldwide digital marketing at Warner Bros., in release details.
Riding a wave of pop-culture buzz, the “Barbie” movie has turn out to be a vibrant spot, especially in relation to its hefty marketing efforts, which have included partnerships with a variety of on-theme brands for clever promotional tie-ins. A collaboration with Bumble, as an illustration, offered users a likelihood to match with a few of the movie’s notable Barbie and Ken characters, while a tie-up with Roku yielded a house screen takeover on Roku devices that was inclusive of themed imagery like Barbie’s dream house.
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