We’re now living in a post-“Barbie” world. The film hit theaters July 21, exceeding box office expectations by totaling $155 million in ticket sales from North American theaters during its opening weekend. But the summer remains pink as the social media buzz surrounding the movie has only intensified now that fans have seen it. Fans are discussing the hit movie online, making fresh memes and seemingly recording entire scenes from the cinema to share online. 

Read more: How ‘Barbie’ has changed entertainment marketing

As we sit back to enjoy phase two of Barbie Summer, Ad Age rounds up the most surprising pre-release marketing moves. From impressive user-made mockups to brand mascots hitting the red carpet, these are the top “Barbie” campaigns that skew more toward Weird Barbie than Stereotypical Barbie:

5. Viral user-generated marketing

One of the most impressive elements of the “Barbie” build-up has been the amount of user-generated content made to hop on the hot pink bandwagon. A few rose above mere fan gab and were worthy of serious consideration of a chief marketing officer.

Twitter user Ciaran McKeon posted a faux Heineken ad that revamps the beer maker’s instantly recognizable logo for the denizens of Barbie Land. By zooming in and isolating the last three letters of its name, Heineken becomes Ken, but with just enough of the preceding letter, iconic green and red star to suggest the full image. Add the tagline, “Come on…let’s go party,” and Heineken may want to consider giving McKeon a call.

Social agency Eye Studio dolled up the 3D billboard trend with a computer-generated imagery (CGI) video of a gargantuan Barbie in Dubai. The faux ad, which had many social media users fooled, shows the original swimsuited Barbie stepping out of its box and towering over passersby alongside the city’s iconic Burj Khalifa.

And an independent production studio had a bit of fun with the “Barbenheimer” trend in which theatergoers took the challenge to see both “Barbie” and Christopher Nolan’s atomic bomb biopic “Oppenheimer” on the same day. Wong Fu Productions created a perfectly nostalgic and irreverent infomercial imagining what an Oppenheimer Barbie box set might include … and the psychological toll it might take on consumers.

Watch: Oppenheimer Barbie is the hit toy you shouldn’t buy your children

4. This Barbie is a clog

Fashion partnerships were perhaps the most expected aspect of a “Barbie” marketing campaign—after all, the doll was made to be outfitted over and over again with sold-separately accessories. While a fantastic life in plastic seems perfectly fit for pink and bedazzled lines at Zara, Gap and Bloomingdales (among many others), Crocs threw fashionistas a curveball with an over-the-top line of campy clogs. The crown jewel of the line is a pink platform with a jelly-like sole and “Barbie”-themed accouterment such as a bulbous disco ball. A Mattel spokesperson said the line had sold out in most sizes in the U.S.

3. The power of pink

While it would have been easy to let the masses become enraptured in the 100-plus brand partnerships Mattel told Ad Age it embarked on alongside the film, “Barbie” studio and distributor Warner Bros. Pictures exceeded expectations with its core marketing campaign that centered interaction with the film's ever-growing fandom.

One of the earlier hype machines for “Barbie” was the selfie generator, which allowed social users to create their own version of the film’s character posters. Fueled by artificial intelligence, each featured a portrait in front of a glittered version of Mattel’s sunburst logo and a version of the “This Barbie is a ____” tagline.

The studio also went a unique route with its out-of-home advertising, trading a typical film poster for something much more minimalist. The billboards featured Barbie’s iconic shade of pink and the date—that’s it. The ads represented a clear indication of the studio's confidence in the ubiquity of its marketing while also leaning on the brand recognition only possible with a legacy such as that of Barbie.

Utilizing the power of parent company Warner Bros. Discovery, Barbie made her way to HGTV in advance of the film’s release. “Barbie Dreamhouse Challenge,” a four-part renovation challenge inspired by the Barbiecore aesthetic, premiered July 16 to an audience of nearly 4 million, according to the company.

Read more: Barbie’s dream marketing collaborations

2. Swipe right on Barbie

The many Barbies and Kens that populate Barbie Land have amassed a new fan base, and now those fans can date them too. Well, not really. The “Barbie” characters received official profiles on the dating app Bumble, which users could match with. The characters would send matches motivational messages, such as, “Hey. In case you forgot—you’re totally awesome,” and encourage daters to send similar messages to those they’re getting to know on the app.

1. Brands get glam

It was a fun surprise to see ads in which Progressive’s Flo or Duolingo’s derpy bird mascot were thrust into the world of Barbie. But it was far more surprising to see them walk alongside stars on the film’s pink carpet premiere. Perhaps more brands should surrender to Barbification—the pink works.