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WHAT
ANCHORMAN 2
DID IS
KIND OF A BIG DEAL.
GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
SO ANCHORMAN 2
JUST CAME OUT.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
And aside from the
AMAZING
MUSTACHE QUALITY,

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
I think there are some really
really important lessons to be
learned here.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
The producers did a lot of
the things that weโ€™ve come to
expect from a major motion
picture release:

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
TRAILERS

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
A BRANDED TUMBLR

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
TONS OF FACEBOOK TABS

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
But, where ANCHORMAN 2
differentiated itself was in the
other stuff they did.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
Unless youโ€™ve been hiding under
a wheel of cheese,

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
Youโ€™ll notice that
RON BURGUNDY has been
appearing in all kinds of places
over the last few months.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
SELLING CARS

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
INTRODUCING A NEW
LINE OF SCOTCH

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
APPEARING IN LOCAL NEWS

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
AND TONS OF WEB-ONLY
EXCLUSIVE MATERIAL.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
Now, this is not the same as
โ€œbehind the scenesโ€ footage.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
What makes this different...

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
is that theyโ€™re not just
using pre-existing assets.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
Theyโ€™re taking a core asset
(WILL FERRELL)

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
and investing the
time and money.
+

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
to create
BRAND NEW
PIECES OF CONTENT...

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
that they can
customize and target
AT ANY SEGMENT OF
THEIR AUDIENCE.

GARY
VAYNERCHUK
And executionally, itโ€™s actually
really smart.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
For example:

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
When they had RON analyze the
Australian election,

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
the first and obvious thing it
did was it inject him directly
into the Australian market.
-crikey!

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
Where it gets fun is that this
content is immediately picked
up by a broader audience...

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
as it hits sites like
FACEBOOK and REDDIT
(just because itโ€™s cool).

!

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
โ€œWeโ€™ve kind of gotten into different
pockets of the audience that we
never would have reached through
Ronโ€™s appearances.โ€*
*(Well said, Will.)

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
GUYS,
THIS IS NEW.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
Iโ€™VE ALWAYS SAID THAT
everybody is a media company.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
And now, even
media companies
ARE BECOMING
MEDIA COMPANIES.
GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
Theyโ€™re not just taking existing
assets and repurposing them
into commercials and trailers.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
What theyโ€™re doing is
using resources to make
BRAND NEW
PIECES OF CONTENT

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
that EXTEND the life
of the movie outside
of the theater.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
This includes the
โ€œnormal stuffโ€ we
talked about earlier.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
For example,
in one of the Facebook games,
SCOTCH-TOSS,
they didnโ€™t do the easy thing
and use lines from the movie,
GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
They brought Will Ferrell
into a studio and recorded
new content to go along
with the game.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
Itโ€™s not often a
major production company
treats their IP* this way.
*intellectual property
GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
Theyโ€™ve changed
what it means to be
a movie.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
Itโ€™s no longer enough to produce
a two-hour product,
market it with some trailers,
and call it a day.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
Theyโ€™ve removed the barrier
to getting extra content.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
It used to be that you
had to buy the DVD,
(after seeing the movie, mind you)

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
But Paramount is just
offering all of this stuff
UP-FRONT!

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
Because video is their
primary product,
(theyโ€™re making a movie, after all)

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
this kind of content is
basically
AS VALUABLE AS THEIR
CORE PRODUCT.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
Itโ€™s getting eyeballs.
Itโ€™s generating ad revenue.
ITโ€™S MAKING YOU LAUGH.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
Unlike the movie itself,

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
It can reach more
people in the places
theyโ€™re already
consuming content.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
In the past, diehard fans would
have to wait for some
cross-promotional event...

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
or, if they were really lucky,
maybe theyโ€™d get a spin off...

(that didnโ€™t even have the same actors)

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
but here, Anchorman 2 is
straight up giving you more of
what you want with
NO CAVEATS.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
And the room for expansion
is LIMITLESS.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
All they need to do is put
Ron in a new situation...

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
CNN?

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
that makes sense for
a news anchor....

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
THE TODAY SHOW?

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
and they instantly get the
combination of exposure and
new viral content.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
JAPANESE NEWS?

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
As long as theyโ€™re smart,
and avoid product
placement for the sake
of product placement.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
All Ron needs to do is
show up,

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
and the story of
ANCHORMAN 2
continues...

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM
THE POSSIBILITIES ARE ENDLESS.

GARY
VAYNERCHUK

GARYVAYNERCHUK.COM

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