Ladies and gentlemen, can I please have your attention. I’ve just been handed an urgent and horrifying news story. I need all of you to stop what you’re doing and listen….Cannonball!
But seriously, Will Ferrell’s character Ron Burgundy, the star of the film Anchorman which is now getting a soon-to-be-in-theaters sequel (Anchorman 2: The Legend Continues is slated for a December 20th release), has starred in the last string of ads for Dodge Durango.
As a result, Durango sales have increased by 59%, and web traffic has jumped 80%. Dodge has made 70 ads featuring the heavily mustached local-news anchor.
Why I’m curious: Besides the fact that Anchorman and Ron Burgundy never cease to entertain me, this is a great example of an effective branded campaign where putting your stamp on a movie/celebrity results in a major increase in impressions and sales. It serves as proof that a strategic partnership can and will improve business, but that it ultimately depends on how creative and strategic a brand can be in appealing to, vetting, and ultimately selecting a successful partnership and one that makes sense. Note: I personally think the partnership between Subway and the new Hunger Games movie is not an effective one and really makes no sense to the consumer, though it will probably end up being successful from a sales standpoint anyway.