Crowdsourcing never goes off style. In the age of social media, crowdsourcing is a great tool for brands to co-create with the community, and fuel a sense of ‘belongingness’ with the brand. American Girl, the iconic doll maker that portrays a range of 8 to 11 year old girls of a variety of ethnicities, has launched a crowdsourcing campaign where little girls can star as an ‘American Girl’ in its new ad.
The idea is to bring to life two its BeForever dolls – the 1950s historical character Maryellen Larkin and a fan favorite from the 1970s Julie Albright.
Girls aged 8 to 14 will be cast in two short films of 15 minutes each on two of the dolls. The BeForever line has girls who are bright, brave, creative and kind, with each a story to tell. Maryellen is an enthusiastic girl growing up in the fabulous ’50s who wants to stand out from the crowd, while Julie is a free-spirited girl from the groovy ’70s, who fights for what’s right.
Girls who best embody the spirit of Maryellen or Julie and can bring them to life on screen go on to be shortlisted to the next phase that consists of public voting. Two girls will be chosen to star in the two videos, and also win $10,000.
American Girl has teamed up with Tongal crowdsourcing community for the campaign. Girls – assisted by their parents – need to submit their casting videos of 3-minutes where they can choose from the given scripts for one or both of the American Doll characters.
The doll maker is using its social media properties to spread the word.
— American Girl (@American_Girl) August 10, 2015
— American Girl (@American_Girl) August 14, 2015
In a conversation with DigiDay, Julie Parks, an American Girl spokesperson said, “We have millions of American Girl fans, and we know they all have their own story to share. This is yet another way we can fuel that belonging and connection with all girls — and spark their imaginations.”
The films will be releasing on American Girl’s social media channels, once complete. The brand will also debut a digital scrapbook for its newest doll, called “Maryellen’s Nifty ‘50s Scrapbook.” It will feature photos, illustrations, video clips, games and activities capturing the ‘50s by Maryellen.
A crowdsourcing campaign is a cool initiative to get the brand closer to its target group. And, if it enables young girls to achieve their dream of starring as an American Girl character, its more than half the job done.