How Anchorman 2 Reinvented Movie Marketing with Original Viral Content
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It's not just enough to make a movie, market it with trailers, and call it a day. Check out how the team behind Anchorman 2 went above and beyond to change the way movies are sold.
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How Anchorman 2 Reinvented Movie Marketing with Original Viral Content
- 1. WHAT ANCHORMAN 2 DID IS KIND OF A BIG DEAL. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 2. SO ANCHORMAN 2 JUST CAME OUT. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 3. And aside from the AMAZING MUSTACHE QUALITY, GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 4. I think there are some really really important lessons to be learned here. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 5. The producers did a lot of the things that we’ve come to expect from a major motion picture release: GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 8. TONS OF FACEBOOK TABS GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 9. But, where ANCHORMAN 2 differentiated itself was in the other stuff they did. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 10. Unless you’ve been hiding under a wheel of cheese, GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 11. You’ll notice that RON BURGUNDY has been appearing in all kinds of places over the last few months. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 13. INTRODUCING A NEW LINE OF SCOTCH GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 14. APPEARING IN LOCAL NEWS GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 15. AND TONS OF WEB-ONLY EXCLUSIVE MATERIAL. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 16. Now, this is not the same as “behind the scenes” footage. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 17. What makes this different... GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 18. is that they’re not just using pre-existing assets. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 19. They’re taking a core asset (WILL FERRELL) GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 20. and investing the time and money. + GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 21. to create BRAND NEW PIECES OF CONTENT... GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 22. that they can customize and target AT ANY SEGMENT OF THEIR AUDIENCE. GARY VAYNERCHUK
- 23. And executionally, it’s actually really smart. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 25. When they had RON analyze the Australian election, GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 26. the first and obvious thing it did was it inject him directly into the Australian market. -crikey! GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 27. Where it gets fun is that this content is immediately picked up by a broader audience... GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 28. as it hits sites like FACEBOOK and REDDIT (just because it’s cool). ! GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 29. “We’ve kind of gotten into different pockets of the audience that we never would have reached through Ron’s appearances.”* *(Well said, Will.) GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 31. I’VE ALWAYS SAID THAT everybody is a media company. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 32. And now, even media companies ARE BECOMING MEDIA COMPANIES. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 33. They’re not just taking existing assets and repurposing them into commercials and trailers. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 34. What they’re doing is using resources to make BRAND NEW PIECES OF CONTENT GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 35. that EXTEND the life of the movie outside of the theater. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 36. This includes the “normal stuff” we talked about earlier. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 37. For example, in one of the Facebook games, SCOTCH-TOSS, they didn’t do the easy thing and use lines from the movie, GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 38. They brought Will Ferrell into a studio and recorded new content to go along with the game. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 39. It’s not often a major production company treats their IP* this way. *intellectual property GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 40. They’ve changed what it means to be a movie. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 41. It’s no longer enough to produce a two-hour product, market it with some trailers, and call it a day. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 42. They’ve removed the barrier to getting extra content. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 43. It used to be that you had to buy the DVD, (after seeing the movie, mind you) GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 44. But Paramount is just offering all of this stuff UP-FRONT! GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 45. Because video is their primary product, (they’re making a movie, after all) GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 46. this kind of content is basically AS VALUABLE AS THEIR CORE PRODUCT. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 47. It’s getting eyeballs. It’s generating ad revenue. IT’S MAKING YOU LAUGH. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 48. Unlike the movie itself, GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 49. It can reach more people in the places they’re already consuming content. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 50. In the past, diehard fans would have to wait for some cross-promotional event... GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 51. or, if they were really lucky, maybe they’d get a spin off... (that didn’t even have the same actors) GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 52. but here, Anchorman 2 is straight up giving you more of what you want with NO CAVEATS. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 53. And the room for expansion is LIMITLESS. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 54. All they need to do is put Ron in a new situation... GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 56. that makes sense for a news anchor.... GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 58. and they instantly get the combination of exposure and new viral content. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 60. As long as they’re smart, and avoid product placement for the sake of product placement. GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 61. All Ron needs to do is show up, GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 62. and the story of ANCHORMAN 2 continues... GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 63. THE POSSIBILITIES ARE ENDLESS. GARY VAYNERCHUK GARYVAYNERCHUK.COM