With the release of Zoolander 2 coming up in two weeks (eeeeep!), you may have noticed that Hansel the film is SO HOT RIGHT NOW.
By working with a number of different brands and by partnering with publishers such as Vogue, the studio has been able to seamlessly integrate the real life fashion world with the hilarious antics of the film, creating some amazing content and buzz. This campaign has been cohesive with a long-term content, partnership and integration strategy, which in my opinion has shown diversity, innovation and has pushed the boundaries of traditional film marketing.
We’re starting to see a larger shift in the focus of film marketing with more emphasis on branded content, digital and social media. Some trends that I’ve seen in a number of recent campaigns include using the characters as focal points, blurring the line between reality and fantasy and pushing brand partnerships further. The Zoolander 2 campaign has seen great success in encompassing these tactics. Although, it’s important to note that this victory has been achieved by choosing partners that are the right fit for the project.
With the release of Star Was: The Force Awakens (sooooo good btw), questions were raised over the randomness of strategic partnerships in the film’s promotion. Some of these partnerships included Covergirl, Duracell, General Mills, HP, Verizon, FCA US and Subway. Now, to be fair, it’s hard to integrate these products in a film that’s set in ‘a galaxy far, far away’. Subsequently, brands just associated themselves with the film, in the hope that they could ride on its buzz. This meant that the campaign was at times disjointed.
Despite this, we should applaud the brands for taking more creative steps towards branded content and associations with films. Within the Zoolander 2 campaign it was really awesome to see high profile brands having fun and embracing Zoolander’s mocking and playful tone and for once, not taking themselves so seriously. As a result they too are reaping the rewards with highly PR’able content and the ability to connect with a new audience.
Below is a look at some of the ridiculously good content created so far. Keep an eye out for more to come with the release of #HashtagZoolander2 on February 11th.
The announcement of the Zoolander sequel at the 2015 Paris Fashion week, Valentino show
This stunt went viral almost immediately and involved behind the scenes content from Vogue on Snapchat and French Vine star Jerome Jarre, sharing his video of Zoolander “stealing” his phone to take a selfie. This also set the tone of the campaign. https://www.youtube.com/watch?v=aRNwGimhok4 https://vine.co/v/O9uhwdvX5dK
Derek Zoolander’s certified Instagram account
This account has a huge 786K following and again has brought the Zoolander character to life as he socialises with celebrities and is integrated within the fashion world. https://www.instagram.com/zoolander/?hl=en
Fiat 500x commercial
Fiat had Derek star in their latest car commercial and featured some Blue Steel action! https://youtu.be/KJext1d6KFA
Trailers and posters mocking fragrance ad creative
A real life fragrance even appeared at the Australian Premiere over the weekend. https://www.youtube.com/watch?v=OKmbnKB62xA&feature=youtu.be
The latest out of Zoolander 2’s partnership with Vogue features an amazing cover, spread and a hilarious version of their regular 73 questions with… video series taking a look in Derek’s apartment. https://www.youtube.com/watch?v=H4q0K561WXs
Youth Milk by Alexanya Atoz
An in-depth look into Kristen Wigg’s character as she takes the audience through her beauty laboratory. https://www.youtube.com/watch?v=DH-lvVWhXhc