When the sequel to this cult of comedy was ready to be launched, Paramount Pictures reached out to Zemoga to join one of the biggest digital campaigns in the history of Hollywood and help out in the international launch of the second part of this saga.
We had been fans of the original Anchorman since it first came out in 2004, and had followed the internet cult around that first installment like pretty much everyone. However, our level of excitement raised to impossible levels the moment we knew that we would be working in the international release campaign for Anchorman 2.
Ideation had to be quick, knowing that the timeframe was a bit crazy even before we started. We ideated, strategized and sketched out ideas for the client as fast as was possible and iterated continuously until both Paramount and us felt happy with what we had.
We decided to base everything on a Hub site implemented in Tumblr. We felt, from the get go, that there was a big, graphic, hysterical conversation about the movie ongoing and it was happening mainly in Tumblr so instead of trying to move it elsewhere, we just went there.
We skinned our Tumblr template to match the visual style of GNN (the fake global news network that was part of the movie’s universe) and took it to the next level by adding a meme generator and a flow to capture auditions. Auditions were a big part of the strategy. The driving story was Ron Burgundy seeking international correspondents from around the world to audition for a spot on the amazing GNN News Squad.
To drive on-going participation, this contest was devised as a series of 4 audition calls released sequentially over the length of the contest. Through these audition calls, Ron encouraged participants to act out a news report in a manner in-line the Ron Burgundy/Anchorman universe. Over the duration of the campaign, “Ron” published the top auditions via social media and we enhanced them by adding canned responses from him.
The role we played
- UX/Product Design
- Front-End Development
- Back-End Development
- Project Management