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article imageContent marketers continue to look to Hollywood for inspiration

By Michael Krebs     Feb 26, 2014 in Business
Entertainment marketers - and movie marketers in particular - are leading the way in content marketing strategies, demonstrating what can be accomplished with "compelling narratives."
When it comes to content marketing strategies, it is difficult to dispute the creative executions deployed by Hollywood communications teams.
One of the most visible examples of a wide-spectrum content strategy implemented by a single movie title can be found in the Anchorman 2 marketing experience. The film, which is currently being re-released in a longer R-rated format, as Huffington Post reported, centers around the Ron Burgundy character, played by Will Ferrell. Given Ferrell's broad comedic appeal, Anchorman 2 launched with a high-profile advantage. However, the marketing team behind Anchorman 2 wanted to the Burgundy character to front the movie publicly - and Ron Burgundy appeared in advertisements for Dodge Durango, in interviews with ESPN, in an elaborate social media presence, and penned a memoir.
As Cinema Blend reported, Anchorman 2 will be available in three versions on blue-ray DVD - the theatrical version, an unrated version, and the super-sized R-rated version now in theaters. The long tail of this film is still wagging.
Consider also the content marketing success of the horror film, Devil's Due. Just prior to the movie's release, the advertising crew produced a stunt whereby a "devil baby" in a remote-controlled stroller terrorized an unsuspecting public. The prank was filmed and distributed on YouTube and has received over 43 million views and over 200,000 likes. Additional off-shoot varieties of the prank have delivered millions of additional views.
The Devil's Due prank represents large exposure for a horror title. A similar approach by the makers of The Walking Dead delivered just over 4 million views, more consistent with the horror genre.
But it is the creativity inherent in the content strategy mix that likely delivers the more dynamic outcome.
"Entertainment marketers are marketing products (TV shows, movies, video games, etc) that people actually want to learn about," David Zaleski reported in iMedia Connection on Wednesday. According to the iMedia Connection report, entertainment marketers understand that the lines are already blurred between content and advertising, that their efforts need to yield true evangelizing fans, and that by using content marketing methodologies they are speaking to their desired Generation Z market within the devices and environments most familiar to that generation.
It is a remarkably fluid strategy and one that could be beneficial for marketers in other industries.
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