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GARYVAYNERCHUK.COMGARYVAYNERCHUK
I think there are some really really important lessons to be learned here.
GARYVAYNERCHUK.COMGARYVAYNERCHUK
The producers did a lot of the things that we’ve come to expect from a major motion picture release:
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But, where ANCHORMAN 2 differentiated itself was in the other stuff they did.
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Unless you’ve been hiding under a wheel of cheese,
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You’ll notice that RON BURGUNDY has been appearing in all kinds of places over the last few months.
GARYVAYNERCHUK
GARYVAYNERCHUK.COMGARYVAYNERCHUK
the first and obvious thing it did was it inject him directly into the Australian market.
-crikey!
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Where it gets fun is that this content is immediately picked up by a broader audience...
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!
as it hits sites like FACEBOOK and REDDIT (just because it’s cool).
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*(Well said, Will.)
“We’ve kind of gotten into different pockets of the audience that we never would have reached through Ron’s appearances.”*
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They’re not just taking existing assets and repurposing them into commercials and trailers.
GARYVAYNERCHUK.COMGARYVAYNERCHUK
What they’re doing is using resources to make BRAND PIECES OF CONTENT
NEW
GARYVAYNERCHUK.COMGARYVAYNERCHUK
For example, in one of the Facebook games, SCOTCH-TOSS, they didn’t do the easy thing and use lines from the movie,
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They brought Will Ferrell into a studio and recorded new content to go along with the game.
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It’s not often a major production company
treats their IP* this way.
*intellectual property
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It’s no longer enough to produce a two-hour product, market it with some trailers, and call it a day.
GARYVAYNERCHUK.COMGARYVAYNERCHUK
It used to be that you had to buy the DVD, (after seeing the movie, mind you)
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Because video is theirprimary product, (they’re making a movie, after all)
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this kind of content is basically AS VALUABLE AS THEIR CORE PRODUCT.
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It’s getting eyeballs.It’s generating ad revenue.IT’S MAKING YOU LAUGH.
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It can reach more people in the places they’re already consuming content.
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In the past, diehard fans would have to wait for some cross-promotional event...
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or, if they were really lucky, maybe they’d get a spin off...(that didn’t even have the same actors)
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but here, Anchorman 2 is straight up giving you more of
what you want with NO CAVEATS.
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and they instantly get the combination of exposure and new viral content.
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As long as they’re smart, and avoid product placement for the sake of product placement.