Anchorman 2

The film industry uses just about every platform of social media. Prior to a film’s release date the production company introduces a fan page, often through a Facebook page focusing on promoting the film’s plot, cast, and release date. Oftentimes, a company will release photographic stills on this page of the cast and crew while filming is taking place. The photos section of the Facebook page as well as the film’s IMDB page will feature pictures that get fans excited about the film. Analytical tools similar to Addvocate and Komfo also serve as useful marketing tools to measure the promotional team’s techniques. They will provide insight of the public’s desires and interest in the film. Similarly, Twitter can be used to keep track of trends related to the film. While it’s common for production companies to use social media as a large part of their marketing campaign to promote films, perhaps no film has been promoted more on social media than Anchorman 2: The Legend Continues. Prior to its release in December of 2013, it was promoted in a way different than those before it. In more ways than one, its presence was felt online. Paramount struck the deepest movie partnership to date with Tumblr. Over 50 videos were produced and promoted online. The campaign also encompassed taking over The Huffington Post. On top of those strategies, Paramount asked people from around the world to audition for positions on Ron Burgundy’s news team in a YouTube competition called “Join Ron’s News Crew.” Each member of the film’s news crew also had dedicated Twitter handles. Web videos of the tryouts were promoted via the film’s website and Ron Burgundy’s Facebook, Twitter, Tumblr, YouTube, Instagram, Google +, and Pinterest pages. There were also an abundance of ads on Facebook, Twitter, and Yahoo. Below is an example of a Ron Burgundy tweet.

Global-marketing issues often arise when dealing with comedy, as it is subject to cultural sensibilities. As a result, the film team created customized videos dedicated for far-reaching markets like in the United Kingdom and Australia. Paramount studied their social data and saw how the videos and memes (more memes) performed in real time. By doing this, they were able to see what the fans were interested in and promote accordingly.

Let Me Off at the Top

The “Let Me off at the Top” book tour featuring Ron Burgundy.

Anchorman 2’s social nature inspired some unusual—and highly creative—partnerships. Will Ferrell appeared in character as Ron Burgundy is several commercials for the Dodge Durango. Similarly, Burgundy was also a guest on Conan O’Brien’s late night show. In addition, he interviewed modern day celebrities such as Peyton Manning and Eminem. He also went on a book tour to promote his autobiography entitled “Let Me Off at the Top.” Most likely, Anchorman 2’s approach will inspire copycats. There’s definitely more social business to be had out of the film industry. Studios’ attitudes toward social media continue to evolve, as they should. After all, social media is kind of a big deal.

In the character of Ron Burgundy, Will Ferrell interviewed celebrities like Peyton Manning.

In the character of Ron Burgundy, Will Ferrell interviewed celebrities like Peyton Manning.

As for this week’s trailer, I am including one for  “Cold in July.” The thriller stars Michael C. Hall, known to many for his eponymous role in “Dexter.” For those disappointed with how that series ended, this looks to have potential. It will be interesting to see this movie, as well as what tools its studios implement for promotional purposes. The U.S. release date for “Cold in July” is May 23, 2014.

References

Heine, C. (2013, November 24). Will ferrell’s anchorman 2 is changing the way movies are marketed. Retrieved from http://www.adweek.com/news/advertising-branding/will-ferrell-s-anchorman-2-changing-way-movies-are-marketed-154076?page=1

 

 

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Here are some useful social media tools to help you get more out of your marketing.

addvocate-logo

Addvocate: This useful tool solves the social media problem of having to decentralize your messengers. Often, the collective employees within a company have more social connections than the company does for its official social media pages. As a result, companies need to find convenient ways to ask employees to occasionally share company information on their personal accounts. Through Addvocate, employees install a browser plugin which enables them to receive content recommendations from a centralized marketing team, while also enabling them to recommend content to the marketing team and fellow co-workers. The marketing team then receives detailed statistics showing which employees share content on social media, how many clicks, and engagement actions each employee generates and more. Within the film industry, writing and creative teams can use this as a platform to help brainstorm ideas. Casting and location scouts can also communicate and track ideas of who to cast as well as budgets for potential shoot locations. Addvocate is really easy to use and very user-friendly. It’s also just a few dollars per month, so it can serve as a great social media tool that improves teamwork within the company.

komfo_logo

Komfo: This is a great free Facebook page analytics tool. Komfo provides analysis with additional help to allow you to analyze your Facebook content based on several analytics such as:

  • Fan penetration: A figure that shows what percentage of your fans you’re reaching with each post. This will let you see an average from your last 30 days’ post .When promoting a film, this is extremely useful as you want to reach your intended market. Films have official Facebook pages to promote their releases, so this is a great way to analyze your target market.
  • Viral Amplification: This analytic allows you to know the viral reach of each of your posts as compared to its organic reach. Can be extremely useful to see what kind of word of mouth a film is getting.
  • CTR: This is a click-through ratio for each post as a percentage of how many people saw the post
  • Spam Score: An unfortunate part of social media is that there is always some amount of negative feedback. Discussions about films on the internet can become extremely emotionally heated and confrontational. Some users may be unhappy with a studio’s choice of actor for an upcoming super-hero movie. Well, this analytic conveniently shows the ratio of negative feedback as a percentage of total clicks.

Komfo also includes a tool called “People Talking About This,” which are called “Stories,” as well as overall Reach. Without Facebook authorization, there is also the ability to send an email allowing others access to your report online. This makes the tool extremely useful for large teams such as film production and marketing teams.

At the end of each of my posts, I will attach a link to a trailer for a film I either recently watched or would like to watch soon. Here is one for a film I really look forward to watching titled “Locke.”