Thursday, December 5, 2013

If there's one thing Ron Burgundy knows, it's marketing

anchorman 2 the legend continues marketing

Nine years after Anchorman: The Legend of Ron Burgundy, curly-haired demigod Will Ferrell and his Anchorman cohorts have teamed up for the long-awaited sequel. Anchorman 2: The Legend Continues has been in the making since 2008, but apparently Paramount Pictures was really fickle about the budget, and it wasn't until March 2012 that they finally greenlighted the project.

The crew wasted no time getting the word out: Ferrell took over The Conan O'Brien Show as Ron Burgundy to offically announce the sequel, and not much later a perfectly elegant teaser trailer was set loose on the world:

A little over a year later, the first full trailer was released. The trailer lifted the veil a little bit: Ron and his Channel 4 news team are uprooted to New York, race and sexuality shall not be avoided, and the movie will also feature a bunch of newcomers/cameos such as Meagan Good, James Marsden, and Kristin Wiig.  

It was then that the marketing circus really started rolling.

And the people at Paramount didn't just slap a hashtag on it and call it a day, either. They created a social push like you've never seen before.

For starters, the popular Ron Burgundy persona has been everywhere, appearing on Conan and a bevy of other talk shows, anchoring the MTV Europe Music Awards in Amsterdam - producing a great bit with Daft Punk and having a legendary moment with Eminem -, co-hosting the KXMB evening news in Bismarck, North Dakota, and joining TSN to cover the Canadian Olympic Curling Trials.

But wait, there's more. 

Paramount has also actively been cross-promoting Anchorman 2. Ron famously teamed up with Chrysler Group to promote the Dodge Durango in a series of ads. Sure, the ads were awkward and controversial, but they were also viral hits that boosted Durango's sales by upward of 50%. 

Ice cream giant Ben & Jerry's also hopped on board, developing a limited edition scotch-flavored ice cream variety, appropriately dubbed Scotchy Scotch Scotch. Looking to give your little Anchorman the support he deserves? You're in luck. Paramount also partnered with underwear company Jockey, offering Anchorman-inspired briefs that come in two colors: Sex Panther Red and Beard of Zeus Blue

ron burgundy underwear

Ron Burgundy is literally putting his name on everything. Even on the Emerson College communication department. Yesterday, December 4, Ron made a campus visit, holding a press conference to announce the new name - the Ron Burgundy School of Communication - and introducing an early screening of Anchorman 2: The Legend Continues.

Is Ron not making a visit to your college? Don't fret. You can have the next best thing: you could take a tour of the Anchorman Exhibit at the Newseum in Washington, D.C. The exhibit will be on display through August 2014 and features more than 60 costumes and hilarious props from the 2004 movie Anchorman: The Legend of Ron Burgundy.

Want more?

Then maybe you should check out the Scotchy Scotch Toss app. Or Burgundy's autobiographical book Let Me Off At The Top!, or the 50+ videos, gifs and memes Paramount and Tumblr partnered up for.

You get the gist by now.

The promotional rollout for Anchorman 2: The Legend Continues is the movie marketing equivalent of the D-Day preparations during World War II. Let's sit back and see if Ron Burgundy & Co. conquer the beaches.

Anchorman 2: The Legend Continues hits theatres December 18 20. Stay classy, moviegoers.

Update: Paramount and digital agency Zemoga also teamed up for a social media casting call dubbed Join Ron's News Crew.

Update 2: Reddit user VacationJasom, quickly discovered to be a marketer, posted a picture of Ron Burgundy picking up groceries in Connecticut. 

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