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Anchorman 2 Changed what it Means to Be a Movie

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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.

  • I love the way that actor works
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  • I think Lost The Series has did this strategy before...Remember the buzz that they create in the press conference in Comic con 2006. And a lot of content has been created online. They create an extension of the series beyond the TV.
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  • Great slideshare Gary. You are now responsible for me checking out all the social coverage for Anchorman 2 and watching 10 Anchorman clips/trailers back to back on YouTube. I thank you for that my friend.
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  • Ok, so Anchorman 2 didn't perform that well in the box office. I think there's more to be said for the lifetime value of the Anchorman brand. I'm dying to see it - but I'd much rather watch movies at home so I don't go to the theater unless it's specifically for the effects. I think what they've done is very clever because they can earn money in other ways by making Ron a 'real person' that doesn't just exist in the movies. I'm always curious as to how many people watch the movie through XBMC or wait until it's available to rent versus going to the theaters anyway. I mean come on - I wouldn't watch Anchorman 2 without a beer in my hand and flannels on. And I can't wait.
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  • Gary, what they did to promote the movie was very creative and definitely got my attention multiple times. But I agree with Jason Spencer that at the end of the day, not only didn't they crush the box office, but I'm not aware of the empirical evidence that these creative marketing tactics drove enough of the box office they *did* get to make it all worth everyone's time and effort.
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Anchorman 2 Changed what it Means to Be a Movie

  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
  6. TRAILERS GARY VAYNERCHUK GARYVAYNERCHUK.COM
  7. A BRANDED TUMBLR 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
  12. SELLING CARS 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
  24. For example: 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
  30. GUYS, THIS IS NEW. 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
  55. CNN? GARY VAYNERCHUK GARYVAYNERCHUK.COM
  56. that makes sense for a news anchor.... GARY VAYNERCHUK GARYVAYNERCHUK.COM
  57. THE TODAY SHOW? GARY VAYNERCHUK GARYVAYNERCHUK.COM
  58. and they instantly get the combination of exposure and new viral content. GARY VAYNERCHUK GARYVAYNERCHUK.COM
  59. JAPANESE NEWS? 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

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