Movie promotional strategy is “kind of a big deal”

Posted by Ann Hadfield on December 10, 2013 | Comments (1)

Whether you love him or he grates on your nerves, Ron Burgundy has been unavoidable lately. In preparation for the Dec. 18 release of “Anchorman 2: The Legend Continues,” Ron, in his full pant suit, has been everywhere from TV commercials to ice cream and even appeared on a real newscast in North Dakota.

The promotional strategy for the sequel movie has been flawless. The global campaign, led by Paramount Pictures in partnership with Zemoga, created social content which has soared. The success is due in large part to cooperation from the movie’s main characters: Will Ferrell (Ron Burgundy), Steve Carell (Brick Tamland), Paul Rudd (Brian Fantana), and David Koechner (Champ Kind), but also includes many more individuals behind the scenes. Ferrell told Adweek that it’s been an all-hands-on-deck approach. “This has been the most comprehensive amount of material I’ve ever participated in. I’m taken aback” Ferrell said. The Adweek article goes on to say the promotional and social push is “changing the way movies are marketed.”

Promotion of Anchorman 2 has also heavily relied upon shared and earned media. From Facebook pages for both Ron Burgundy and his dog Baxter, to the aforementioned North Dakota newscast, much of the hype for this movie is being spread without the use of traditional advertising. Many movie-goers are pleased with the new approach, which has limited the number of actual trailers released, and in turn, spoilers for movie punch lines.

Does this mean we’ll see movie characters “come to life” to promote their releases across the board? Probably not. Anchorman 2 and its characters lend themselves to such great interaction because of the movie’s content. I certainly don’t see every new release forgoing the traditional trailer anytime soon, but Anchorman 2 has provided a refreshing new approach. Now the true test will be how it translates to ticket sales at the box office.

 

 

Comments

  • Todd Murphy says:

    Art imitating life? Your observations on Anchorman 2 are great. The extremes used to promote this movie through an “all of the above” approach is the new norm for PR and marketing.

    Earned media feeding social media. Social media amplifying messages into traditional media… this is the reality of successful campaigns. Our PR measurements underscore your points. Just since November 30th the live news fill-in at the North Dakota TV affiliate yielded over 340 other earned media placements in TV alone, and all on other affiliates and networks.

    Impressions you say? A quick search here shows that the ND newscast generated 28,277,930 viewer impressions based on Nielsen metrics. Thanks for posting!

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