After 7 years apart, Mattel launched a social media campaign to reunite Barbie and Ken for the 50th anniversary of the Ken doll. The campaign included Facebook, Twitter, and websites where fans could vote on whether Barbie should take Ken back. Mattel also utilized billboards, custom cupcakes, and a reality show on Hulu called "Genuine Ken: The Search for the Great American Boyfriend" to promote the reunion. The campaign was successful, increasing Barbie's Facebook fans by 34% and engagement by 200%, and receiving over 5 million views on the reunion website.