Fictional newscaster Ron Burgundy (played by comedian Will Ferrell) is all over the place these days. In recent weeks, he’s been selling Dodge Durangos, guest hosting the news in North Dakota, and interviewing Peyton Manning on ESPN. All of these appearances, done with complete earnest; are of course, in the service of stirring up excitement over Paramount’s upcoming Anchorman 2: The Legend Continues.
We’ve been admiring his antics and just dying for a chance to connect this clearly adult marketing campaign to a kid, tween and teen topic. On last week's Saturday Night Live, we thought we had our entry point (read: excuse!) when Will Ferrell interrupted One Direction. But Ferrell only appeared as himself, not as Ron Burgundy. Well, this really caught our attention and made us ask, "So, can youth marketers learn from the 'Ron Burgundy Approach?'" Answer: Absolutely! Here are just a few of our favorite lessons:
Ron doesn’t create culture, he’s capitalizes on it. As many youth brands have learned (the hard way), it’s difficult for a brand to become the center of youth’s attention. Ron Burgundy’s (Verified!) Twitter account is full of references to his public appearances, but also a few thoughts on Miley Cyrus. He’s interviewed Peyton Manning during football season, (albeit asking him questions about his take on tacklers from the 70s). Instead of attempting to draw attention to himself through creating big events, he’s showing up in the spots where we’re already looking. Brands sometimes worry about being overshadowed by a bigger brand or event, but Burgundy shows that there’s a balance of showing up and breaking in to these existing situations that gets consumers paying attention.
Ron respects his fans. Ron isn’t only appearing in spaces of satire – he’s also willing to make waves in waters where he wouldn’t typically swim. Last week Emerson College’s School of Communication was renamed The Ron Burgundy School of Communication (for 24 hours). Burgundy spoke to students about the changes he was going make (everyone gets a car upon graduation) and the difficulties of reporting the facts of a story (Don’t have facts? Make something up). Burgundy might be showing up in big venues, but he’s not afraid to throw some memorable grassroots moments in the mix. AND, he recognizes that this kind of marketing requires give and take – make some noise and be generous with acknowledging those who buy in. Youth love stars who tweet the people who spoof them. They appreciate the back and forth (that only social media allows) when a star starts a meme and lets the fans take over. Youth love the juxtaposition of big stars in small places (remember kids often feel that their world is invisible, so showing that a star remembers the little guys goes a long way with youth).
Ron makes moments, not media buys. Ron Burgundy’s campaign looks different than it did in 2004 because the social landscape has changed. Ron still shows up on TV – he’s not relying only on being “discovered” serendipitously. But importantly, he’s making moments that matter. Regardless of how much Paramount spend on ads, the views that Burgundy has gotten on YouTube, on replays, on clips, and shows have mattered more. Many youth brands worry that they don’t have budgets big enough for TV. But keep in mind that a great creative idea and clever execution can multiply your marketing.
Ron invites, he doesn’t exclude. Especially in youth culture, it’s easy to lose your audience by assuming they have more insider knowledge than they do. This is particularly true when your market is made up of multiple age groups. But you don’t have to know anything about Olympic Curling – or Burgundy himself - to find Ron Burgundy’s coverage of the Canadian Olympic Curling Finals funny—it just is. Fans of the first Anchorman film can laugh along with teens and tweens who may be unfamiliar with Ron Burgundy.
Regardless of how this approach increases what were already sure to be sound box office sales, Ron Burgundy continues to provide an example for subverting typical advertising approaches. In the immortal words of Burgundy, “You stay classy, YouthBeat reader.”