Mattel scored a viral hit by having Barbie launch a presidential run in 2012, but now the challenge is to keep the buzz going. Mattel was smart to use Tumblr rather than a custom site, allowing it to spin off its following into other campaigns, Andy Sernovitz writes. "They saw this as a great opportunity for earning followers and keeping their attention," he writes.
Mattel turns to social media to prolong election-themed campaign
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