Will Ferrell's visit to Emerson College as TV newsman Ron Burgundy — the latest in his tour of quirky in-character appearances to sell the "Anchorman" sequel — is a "brilliant" marketing strategy, industry insiders say, that could set a new standard for movie promotion if it pays off at the box office.
"It is quite an amazing campaign," said John Verret, a Boston College advertising professor and former ad executive.
Paramount Pictures launched the PR blitz last year, well ahead of the release later this month of "Anchorman 2: The Legend Continues," and Ferrell as Ron Burgundy has been everywhere, most recently at Emerson College yesterday when its communication school was renamed for one day the Ron Burgundy School of Communication.
Lara Koslow, an L.A.-based partner at the Boston Consulting Group, said she thinks the concept has legs, and doesn't foresee it leading to Burgundy fatigue.
"I think he's a bold, funny, over-the-top character and therefore the campaign has a little more license to be bold, funny and over the top and maybe a bit more frequent," Koslow said.
You can hardly miss the "Anchorman" buzz as Burgundy also has:
• anchored a local newscast in Bismark, N.D.;
• appeared at the Canadian Olympic Curling Trials;
• paired with Jockey for a line of underwear; and
• appeared in a series of ads for Dodge Durango that have gone viral.
"With so many ways to reach the public these days you have to be original, unique and completely out of the box," said Jessica Nelson, head of public relations for the entertainment division of Texas-based The Marketing Arm.
Verret said if the movie rakes in big bucks, others could try to replicate the fictional-character-in-the-real-world concept.
"If there are people in the movie business who thought they could pull it off and this does work, then I think you are going to see lots of attempts to do it," Verret said.
But pulling off the same kind of campaign could be difficult because Ferrell's talent and the way the character fits into the real world makes it work, said David Gerzof Richard, an Emerson marketing professor and president of BIGfish Communications.
"You need to have a willing participant," Gerzof Richard said. "He was dead on, the way he responded in character and in a way that made everybody laugh."
Some have criticized Emerson's participation in the PR stunt as inappropriate, a notion both the school and Gerzof Richard rejected.
"I think it communicates the college's sense of humor," Emerson spokeswoman Carole McFall said.
And the "Anchorman" juggernaut shows no signs of slowing down.
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