Anchorman
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The document discusses how the producers of Anchorman 2 differentiated the movie's marketing by creating brand new content featuring Ron Burgundy in various situations, rather than just reusing existing assets. This included having Burgundy report on real news events or introduce a new product. This allowed the movie to reach broader audiences and extend its lifespan beyond the theater. The document argues this approach changes what it means to be a movie by continually delivering new content through online channels.
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Anchorman
- 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
- 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
- 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
- 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
- 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
- 56. that makes sense for a news anchor.... GARY VAYNERCHUK GARYVAYNERCHUK.COM
- 58. and they instantly get the combination of exposure and new viral content. 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