Full disclosure: the co-authors of this blog post are devoted fans of actor Will Ferrell and this holiday season, when many people are opening Christmas gifts and spending time with family and loved ones, you will find us at a screening of Anchorman 2: The Legend Continues.
There’s another reason why we are excited about the release of the highly-anticipated Anchorman sequel: we are fascinated by the movie’s overwhelmingly successful PR campaign.
When you take a close look at the media and promotions, what becomes clear is that Ron Burgundy is everywhere: endorsing Dodge Durangos (which led to a jump in October sales of the pick-up truck by 59% compared to the previous year); co-anchoring a local newscast in Bismarck; unveiling the “Ron Burgundy School of Communications” at Emerson College; reporting for Canada’s The Sports Network on the Olympic curling competition; and, our favorite, interviewing Denver Broncos quarterback Peyton Manning for ESPN The Magazine.
And, let’s not overlook the remarkable branding partnerships, too: Ben & Jerry’s limited edition flavor of Scotchy Scotch Scotch; Jockey briefs; the official “Anchorman” cologne that “60% of the time, works every time”; and Riviera Imports’ Great Odin’s Raven scotch.
About the popularity of the Ron Burgundy-inspired whiskey, the CEO of Riviera Imports told The Dallas Morning News, “I’ve been doing this a very long time and I’ve never seen a reaction like this.”
We’re amazed by the reaction, too. Because, as far as we can tell, there is no sign of “Anchorman” fatigue. And when you’re promoting a major campaign for a client, you want everyone to stop and listen.
Our take-away is that “Anchorman 2” makes for a great case study of what can happen when you hit every PR and marketing best practice and execute them flawlessly. So, what are some of those best practices? Here’s what we came up with:
- Adapt Your Message for a Wide Range of Audiences – It certainly could not have been an easy decision for the management team at the Newseum to partner with a major studio picture. The distinguished Washington, D.C. for-profit had to decide if they wanted to devote their fall season to a 2004 cult hit that mocked the journalism business, as much as it promoted it. The partnership between Anchorman 2 and the Newseum delivered a perfectly unhinged combination of hilarity and news history. Anchorman: The Exhibit didn’t just reach the 18-49 year-old males that made the first film such a hit; it draws an international audience, women, teenagers on school trips and families from the D.C.-area, and beyond. The exhibit garnered positive press for both the Newseum and the film, with media praising its innovative and bold strategy. The campaign’s dénouement was Will Ferrell’s day of interviews from behind the news desk, something the typically-skeptical D.C. press couldn’t resist.
- Stay on Message – In this case, kudos to Will Ferrell for putting on the mustache and polyester suits for the duration of the campaign. He recently told the Boston Globe that he has stayed in character as Ron Burgundy “not because the studio required it, but because he likes it.” He’s so committed, you can’t help but become a fan. Spokespersons who demonstrate a higher level of dedication and skill in message training can elevate a campaign.
- Play to Your Strengths – As some studios have recently discovered (i.e., “The Hangover”), doing the exact thing again and again can erode a franchise’s fan base. The Anchorman PR and marketing team has successfully walked the fine line between distinguishing the new campaign from the original, while still playing to the things that worked the first time around. They’ve largely done this on social media, and by building off of Ron Burgundy’s appeal. It’s hard to believe that YouTube, Twitter, Tumblr, Reddit and Instagram didn’t even exist when the first “Anchorman” debuted in 2004. With dozens of original video clips, animated GIFs and other content, the promotion has made Ron Burgundy’s odd non-sequiturs, lack of self-awareness, and stiff but hilarious delivery of the news, work perfectly in today’s viral media landscape.
So, there’s a lot we can learn from the serious strategic thinking and creative mix of campaign elements driving the Anchorman 2 promotion. As a recent AdWeek article suggested, the film’s marketing push is not just “a sign of things to come in movie promotions,” but will likely have a much broader impact. It gets us excited thinking about what’s ahead for our own clients in 2014, and how we can put the most creative PR best practices into play.
Happy holidays, and stay classy, Finn Partners.