Ron Burgundy is everywhere. There is no escaping him. The fictional 70s title character in the 2004 movie “Anchorman: The Legend of Ron Burgundy,” played by Will Ferrell, has taken over.
|Suggested by Ross Tansley|
By Ross Tansley
“Anchorman II” recently released in theaters went a step further than the traditional motion picture advertising tactics such as releasing a trailer that previews the movie. The main character, Ron Burgundy, a news anchor, brought the character to life by appearing on news casts, sports shows, commercials and interviews all while staying in character.
Public relations was the key opposed to the traditional movie trailer as a way of advertising the movie; giving people a taste of the movie and leaving consumers wanting more is exactly the same as a movie trailer. However, using public relations captures consumer attention in a new way by creating a “buzz” which ended up going viral on social media sites, which was most likely the intent. By using social media, maximum exposure was achieved to geographically disbursed consumers at relatively no cost; not only people who happened to be watching the news at that time would see the promotion. Moreover, this new promotion tactic will be more memorable to consumers than a traditional movie trailer and the “hype” will have a longer lasting effect.
This nontraditional tactic was very smart because it is possibly the first of its kind, but also because of the difficulty of duplication. This would not have worked without having an already well known character (movie must be a sequel with a well-defined main character) and the character’s profession must be something that can be translated into real life such as a news anchor. It would be very hard for characters in “The Hobbit” or “Lone Survivor” to actually perform the same occupation in real life as they do in the movie. It is hard to tell if this intensive marketing campaign made a significant impact on ticket sales. However, Ron Burgundy is defiantly a household name in North America.