Friday, October 25, 2013

Anchorman 2 promotion machine is huge - Creative Excellence Fridays

In the words of Ron Burgundy. "Hold on. It's about to get weird in here." The days of producing a television commercial, backing it up with print and a radio commercial and "lettin' her rip" are gone.

Today, the television commercial is part of a complex, multitiered combination of online and offline promotion.

 It might include YouTube channel integration, Google remarketing campaigns, Twitter, Facebook and Pinterest support.

And bringing up the rear, an old trick that has new legs. Product cross promotion. Anchorman 2 comes out in December. And I can't remember when I've seen such a well executed pre marketing roll out for a movie.

Ron Burgundy started the buzz for Anchorman 2 on Conan Obrien in March of last year.

Now the marketing team behind Anchorman 2 has created the perfect storm by using other companies' money to promote their movie. The fictitious character Ron Burgundy is the new spokesperson for Dodge Durango.

The spots are fun, well done, and successful create buzz for both Durango, and the movie.

And the follow up.

And one horsepower.

And if this isn't enough, Ben and Jerry's has just announced a new flavour in honour of Ron Burgundy. "Scotch Scotch Scotch"

And the marketing machine extends into the website as well with various games including the Anchorman2 mustache maker.

You have a choice of the burgandy, the fantana or the peppercorn.  I thought I was more of a peppercorn guy.

Often, when there is a huge marketing machine in place for a movie, the hype is bigger than what the actual movie can deliver. Judging from the trailer I think this movie may actually deliver.

But as Ron Burgundy would say..."Hold your horses muchacho. You'll just have to go on this freaky ride to find out."

With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer/voice performer, producer and media strategist producing advertising and entertainment content.

Ontrackblog is a division of OntrackCommunications Inc.

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