Anchorman 2: The Legend Continues Revolutionary Marketing Campaign

The marketing campaign for the sequel, Anchorman 2: The Legend Continues has help make more money for the movie in the first two weeks, than the original one did the whole time it was in theaters. Paramount Pictures has taken marketing for movies to new level by using widespread use of different social media outlets.

One of the most successful avenues of the marketing scheme is the movie’s Tumblr. There are huge amount of GIFs and meme’s that are created, and are then shared on a larger scale on Twitter or Facebook. Through different forms of social media, a contest to “Join Ron’s News Team” has been created. Fans can post videos of doing newscasts can submit it online. Participants can submit videos for the different positions, such as weatherman or sportscaster. The video is posted with the hashtag of the character that plays it in the movie like, #TeamRon. These videos, which are posted from people around the world, then allow fans to vote for their favorites. This form of advertising gets the audience involved. Paramount Studio is using social media to reach audiences at a global scale. For example, in one video Will Farrell addressed the recent election in Australia while holding a newscast. This creates publicity while focusing a real life topic in that country.

http://www.youtube.com/watch?v=Uu7A7l6svAo

I think that the marketers of this movie have done a great job marketing this movie. They have taken movie advertising to a new level by using multiple outlets of social media. This form of marketing is very reliant on fan participation. The GIFs and memes that are created on Tumblr are shared on social media, which is perpetuated by fans. Participation in the contest requires the audience’s involvement for making and sharing the videos and voting on which ones are their favorites. This interactive advertising and expansion of marketing across different platforms is a really effective way to create buzz for this movie and I think change the way movies are marketed.

http://www.adweek.com/news/advertising-branding/will-ferrell-s-anchorman-2-changing-way-movies-are-marketed-154076

http://www.theverge.com/2013/11/25/5143208/anchorman-2-targets-the-social-web-with-more-than-50-short-videos

http://www.thewrap.com/anchorman-2-paramount-ron-burgundy-resurrection-will-ferrell