How a startup got the Web interested in girls' engineering toys

11/22/2013 | Washington Post (tiered subscription model), The

When Stanford University engineer Debbie Sterling launched Goldieblox, a startup to build toys that get girls interested in engineering, her initial marketing strategy was to create a viral video. She aimed to show girls building a Rube Goldberg machine from toys and hired talent behind a similar video from OK Go to construct the machine. She used contacts at video-sharing website Upworthy to promote the ad, which earned 6 million views on YouTube and made Goldieblox toys among Amazon's top sellers.

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