“Don’t act like you’re not impressed”: Lessons From Ron Burgundy On The Importance Of Being An Extension of Product, Not a Signpost To It

so I’m loving the marketing for Anchorman 2 which is seeing Ron Burgundy comment from his newsdesk on current events. Pete (hey Pete) sent around the above, in which Ron comments on the Melbourne Cup, part of the #bestdayever earlier this week … I also caught Ron taking over the Telstra-sponsored ‘please switch off your phone’ message on a trip to see Thor 2 (which was Thorsome) on Sunday.

it’s a great example of something I touched on several times both on this blog but in a ton of client conversations over the last few years … product-out communications.

the working paradigm for the broadcast age was that marketing worked as communications that were pushed out to consumers to make them aware of a product or service (and subsequently drive interest, desire and ultimately action). comms were a signpost to the product. a wealth of research, theory, evidence and smarts has evolved that paradigm to where we are today …

Ron’s message isn’t a broadcast-out signpost to increase awareness of the movie. instead Burgundy’s commentary is a great example of a product-out approach … of the product extending itself out to create value or utility (in this case entertainment). the fact that content exists for Aussie cinemas and the Melbourne Cup suggests that it’s a localised content strategy that could well be playing out in every major country in which the movie is being released. which is very smart.

all in all a great lesson in Paid being used as Owned media which (judging by the media and sharing pick-up) has generated a very respectable amount of Earned media on the way … nice work Paramount on a very elegant execution of a strategy which should pay dividends … after all, as Ron would say, “they’ve done studies, you know. 60 percent of the time, it works every time.”

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