advertisement

Anchorman 2 Changed what it Means to Be a Movie

50 %
50 %
advertisement
Information about Anchorman 2 Changed what it Means to Be a Movie
Entertainment

Published on December 28, 2013

Author: vaynerchuk

Source: slideshare.net

Description

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.
advertisement

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 we’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 you’ve been hiding under a wheel of cheese, GARY VAYNERCHUK GARYVAYNERCHUK.COM

You’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 “behind the scenes” footage. GARY VAYNERCHUK GARYVAYNERCHUK.COM

What makes this different... GARY VAYNERCHUK GARYVAYNERCHUK.COM

is that they’re not just using pre-existing assets. GARY VAYNERCHUK GARYVAYNERCHUK.COM

They’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, it’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 it’s cool). ! GARY VAYNERCHUK GARYVAYNERCHUK.COM

“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

GUYS, THIS IS NEW. GARY VAYNERCHUK GARYVAYNERCHUK.COM

I’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

They’re not just taking existing assets and repurposing them into commercials and trailers. GARY VAYNERCHUK GARYVAYNERCHUK.COM

What they’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 “normal stuff” we talked about earlier. GARY VAYNERCHUK GARYVAYNERCHUK.COM

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

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

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

They’ve changed what it means to be a movie. GARY VAYNERCHUK GARYVAYNERCHUK.COM

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

They’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, (they’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

It’s getting eyeballs. It’s generating ad revenue. IT’S MAKING YOU LAUGH. GARY VAYNERCHUK GARYVAYNERCHUK.COM

Unlike the movie itself, GARY VAYNERCHUK GARYVAYNERCHUK.COM

It can reach more people in the places they’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 they’d get a spin off... (that didn’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 they’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

Add a comment

Related presentations