The Wienermobile and similar lodging opportunities were available on a first-come-first-served basis, and only for a few nights. That scarcity can be effective for companies seeking news coverage, according to Ron Berman, an assistant professor of marketing at the Wharton School. While getting the right kind of attention is difficult, news reports that link brands with interesting opportunities can make for excellent marketing, Professor Berman said. And New York Times reporters who write about those marketing tactics could be helping the brands even more. “We felt that this partnership with Airbnb would be a really fun and relevant way” to reinforce Barbie’s place in popular culture, said Lisa McKnight, the global head of Barbie and dolls for Mattel.

Source: New York Times November 03, 2019 18:45 UTC