1. WOMMA Welcomes You To SUMMIT 2011 Mattel & Attention A Roman-Tech Reunion

2. CUSTOMER ENGAGEMENT Involving Customers to Create an Epic Brand Love Story Lauren Bruksch Mattel Curtis Hougland Attention Jessica Kimiabakhsh Mattel

3. Objective Elevate cultural awareness around a key brand moment: The relaunch/repositioning of Ken®

4. Begin with a Simple Concept Barbie + Ken =

5. Filter All Campaign Elements through Word-of-Mouth

6. Tell a Story across the Customer Journey

7. Tell a Story across Earned, Owned, Paid and Shared Media

8. Barbie: Pop Culture Icon

11. Barbie by the Numbers

15. Campaign

16. SEPT OCT NOV DEC JAN FEB MAR OWNED SHARED EARNED PAID Catch Me If You Ken Barbie and Ken.com Match.com Video Pop-Up Store Magnolia Bakery Dylan’s Us Weekly Out-of-Home Genuine Ken V-Day Date with Ken Genuine Ken Finale Ken’s Social Launch Christie’s Foursquare Memory Lane

32. Together Again!

42. Thank You! Lauren Bruksch Mattel @LaurenMeliss Curtis Hougland Attention @curtis_hougland Jessica Kimiabakhsh Mattel @JessKimia