Paramount is continuing its creative marketing campaign for “Anchorman 2: The Legend Continues” with two new online videos featuring Ron Burgundy issuing a special report: Happy Halloween, America.
In one (above), Will Ferrell‘s iconic newsman muses on how safe the premise of trick-or-treating is, and in another (below), Burgundy calls out the British for not celebrating the holiday as good as Americans do.
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The short and sweet bursts of Burgundy are part of Paramount’s effort to take advantage of social media sharing — instead of relying on traditional trailers — to get audiences excited for the sequel to director Adam McKay’s 2004 comedy, “Anchorman.”
Earlier this month, creative commercials featuring Burgundy selling the 2013 Dodge Durango began airing on television and circulating around the web. The marketing campaign, which will continue throughout the rest of the year, was a joint effort between the car company, it’s ad agency, Paramount and Funny or Die.
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“Allowing these spots to be talked about and passed around was the main strategy,” Paramount’s chief marketing officer Josh Greenstein previously told TheWrap. “Rather than be controlled, we wanted users to discover new content and make sure there is enough of it to keep conversation going.”
“Anchorman 2” will roll into theaters on Dec. 20, just in time to compete for ticket buyers in an over-crowded Christmas box office.