Work

Anchorman 2

helping launch a cult movie internationally

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.

Capabilities

The role we played

  • Strategy
  • UX/Product Design
  • Front-End Development
  • Back-End Development
  • QA
  • Project Management
Anchorman 2
Hub Site and Ron’s call to audition

Strategy

leveraging the brand's assets

Since the first installment of the Anchorman series became a cult, a giant meme culture started to form around the movie and the main characters, often rephrasing some of the most quotable lines and adapting them to a range of different contexts.

So when we started to ideate a campaign with our friends at Paramount, we felt it would be a bad idea to ignore this legacy. We ideated a strategy around a digital hub based on a hypercustomized Tumblr site with the double purpose of creating expectation and capturing content generated by users.

StrategyGoogle “anchorman movies”. You’re welcome.

user experience

memes: 60% of the time, they work every time

We had it all to invite users to create memesbut we needed to empower them with a tool to generate in less than 1 minute. We designed a simple flow and leveraged libraries to simplify the build.

From the Tumblr site users were invited to launch the Meme Generator and create their meme in 3 quick steps. The memes were all proactively moderated by the campaign team and posted on Tumblr first, and then in the other social channels created for the movie.

User ExperienceOur own meme generator

Creative

making will ferrell funny

What sounds like the easiest challenge was actually the toughest one. Part of the campaign involved inviting fans online to submit their auditions for Ron Burgundy’s news team. The call to action video as well as a series of canned responses we would edit together with some of the best auditions submitted by users. Zemoga created the first draft of the script for Will.

1) one of the drafts of our script and storyboard. 2) We spent a full day with Will Ferrell in a studio in Los Angeles!
1) one of the drafts of our script and storyboard. 2) We spent a full day with Will Ferrell in a studio in Los Angeles!

Digital Marketing

calling fans to audition online

Within the hub site we implemented a user-submitted video contest designed to promote the international release of Anchorman 2. The driving story was Ron Burgundy seeking international correspondents from around the world to audition for a spot on the 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

We scripted and produced Ron’s call to action video. Watch it now.
We scripted and produced Ron’s call to action video. Watch it now.

User Experience

collaborating with the experts of user-generated content

The contest itself was hosted on Tumblr and Facebook, and was based on a tool for users to audition online which we implemented by leveraging Thismoment’s expertise in UGC.

The auditions module was launched from Tumblr and allowed users to record themselves or upload a video.

This allowed us to keep our technical architecture light and made the whole project incredibly time and cost-efficient.

We integrated a UGC component to capture users´auditions onlineWe integrated a UGC component to capture users´auditions online

Results

the experience amplified

Editorial coverage of the campaign reached 31 million readers from 42 articles, driving substantial traffic to the Tumblr site, with 29,000 uniques visiting the meme generator. As a collateral, the Facebook community grew 40% during the campaign.

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