Lessons for Your Radio Brand from Anchorman 2


Is your radio brand just a radio brand?

This past holiday season one movie changed what it means to be a “movie,” and there’s a lesson wrapped up in that change for any radio brand, too.

The movie was Anchorman 2, and the “change” is outlined in the Slideshare presentation below from Gary Vaynerchuk:

To quote Gary:

What makes this different is that they’re not just using pre-existing assets [and repurposing them across channels]. They’re taking a core asset (WILL FERRELL) and investing the time and money to create BRAND NEW PIECES OF CONTENT that they can customize and target AT ANY SEGMENT OF THEIR AUDIENCE.

This extra effort puts their “core asset” in the path of large audiences of many other brands – not by a promo or a spot, but by the addition of unique and compelling content which adds value to the partner brand and attracts more consumers to the movie theater turnstiles and the stream of spinoff content (sequels, DVD’s) that depend on them.

The end result: Everybody’s happy.

Assuming, of course, that all that incremental attention translates to the box office – and in this case it did not.

But the bar is high for a major motion picture – particularly one based off a ten-year-old original that has been televised hundreds of times. It costs time, money, and effort to see a movie on the big screen, after all – and mediocre word-of-mouth on the film didn’t help.

Listening to your radio brand, however, remains free and easy. See a morning show do something funny on TV? What does it cost to check them out tomorrow on the radio? Nothing!

So what is your “core asset”? How can you put that core asset in the way of the audiences of other brands such that it adds content to those brands while also attracting their consumers to your brand?

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  • Matthew Freeman

    And, ironically, all of the frontsell-marketing efforts and original, unique, funny content, was better than the movie itself. I agree with the LA Times piece: “That heaping plate of Ron Burgundy over the past few months… made people feel like they had gotten their fill of the character.” Perhaps all of it was in place to offset a movie that seemed to be a bad caricature of the Anchorman 1 (if that was the point, maybe that’s plain genius)…it got tired after 20 minutes… You knew the one-liners and situations were coming, and then it felt forced. All that to say, I really appreciate Will’s comedy, and Ron as a character is awesome. Maybe chalk this up to ballsy creativity, where you take risks, and sometimes they don’t work, but you tried and you learn from it. Have an American night, everyone.

  • Mark Ramsey

    I think the LA Times is WAY off base with that one.

    You don’t get your “fill” of anything you really want – otherwise Star Wars would have stopped at Episode IV. But whether the movie was as good as the promotion and “core asset” placement is another question altogether – and a much more likely explanation.