Following on the heels of its Thomas the Tank Engine doc, creative crowdsourcing platform Tongal is once again teaming with Mattel, this time in a storytelling strategy designed to introduce a new 1950s-inspired American Girl doll.
Starting tomorrow and running through August 24, American Girl will encourage its tween girl fans to submit three-minute audition videos online for a chance to star in the role of the new doll, Maryellen Larkin, which will hit stores August 27, as well as 1970s doll Julie Albright.
Girls who best embody the spirits of Maryellen and Julie will move on to a public voting phase, starting August 31, where fans can vote online for their favorite video finalists. The two winning girls will each receive a cash prize of US$10,000 and a trip to star in the two short films, which will appear on Tongal.
The actual 15-minute short films are being developed – from screenplays to casting and production – by the Tongal creative community and will be later shown on American Girl’s social channels and website.
Tongal has collaborated with brands and organizations such as Anhueser-Busch, General Mills, NASA and Procter & Gamble. The platform has been steadily building its roster of kid-friendly brand partners, which have also included LEGO.