Published on January 6, 2014
PARAMOUNT PICTURES FILM ADVERTISING CAMPAIGN THE ANCHORMAN 2: THE LEGEND CONTINUES
BRIEF INFORMATION. Following the huge amount of success from the last Anchorman film, Paramount recently decided to create a second film carrying on from the last one. The film is set in New York City – a stereotypical and frequently used metropolis in the modern media. Ron and his news team are moved to New York after their news channel decides to open a brand new station in Manhattan. With their San Diego days behind them, Ron, Brick, Champ and Brian must adapt to life in The Empire state and do their best to fit to the news station – whilst competing with other news reporters and anchormen to gain dominance in the news room. The Anchorman 2 was released in December of 2013 – In time for the new year.
OTHER MEANS OF ADVERTISING. The advertising team who are responsible for the popularity of the Anchorman 2 have come up with alternative and clever ways of advertising their film. The first method of advertising that they have used is placing “Ron Burgundy’s” (Will Ferrell’s) face on different flavours of Tango. These have been labelled as “Limited Edition” cans and offer a range of different prizes such as cinema tickets. This is a brilliant advertising move for not only The Anchorman – but Tango too. The advertising team have chosen to place Ron Burgundy’s face on the can of a popular drink to increase their popularity. In turn, Tango’s sales will increase because of the prizes that can be won by purchasing the drink.
BEN AND JERRY’S ICE CREAM. Not only have the advertising team of The Anchorman 2 teamed up with Tango, but they have also teamed up with Ben and Jerry’s ice cream, to release a limited edition flavour onto the market for the duration of the film’s showing across the world. Ben and Jerry’s have created a “Scotchy Scotch Scoth” flavour. This plays on the fact that Ron Burgundy drinks scotch on a regular basis before and after recording. Further more, it links back to his famous lines “I love scotch… Scotchy Scotch Scotch.” This will once again increase the popularity of the film because Ben and Jerry’s is the most widely purchased ice cream brand in the world.
COMPETITIONS. Along with featuring on the packaging of well known food brands, The Anchorman 2 and Tango have teamed up to create a competition for those who want to be in with the chance to win free tickets to see the film. The chance to win free tickets to see the film will make more people want to compete and will then mean that the word of mouth for the film will be improved!
WEBSITE The team who are responsible for advertising the Anchorman 2 have created a website for fans of The Anchorman to visit. http://www.anchormanmovie.co.uk/ Whilst visiting this website, the viewer can learn all the information they need to about the film, whilst watching videos, looking through pictures, entering competitions and playing games. The website is suitable for all ages and can easily entertain the viewer.
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