Ways Anchorman 2: The Legend Continues was promoted
Promoting the film through a wide-reaching social push which is unlike anything done before
Eg. A video of Ron Burgundy congratulating Jamie Dornan for landing the lead role in the movie 50 shades of grey.
The film has been heavily promoted and people feel as if they have already seen enough of it and therefore don’t want to see the movie.
'Anchorman 2' targets the social web with more than 50 short videos. The clips are short, funny, and targeted locally to the film's different geographical markets.
To date, it includes 70 ads for Dodge Durango, regional-specific YouTube messages, a book (which was excerpted by The New Yorker), multiple appearances at the 2013 MTV EMAs, a song for Canadian mayor of the year Rob Ford, a gig announcing curling for TSN, speaking at Emerson College Communication School (which was named after him for a day), interviewing Peyton Manning for SportsCenter, reading Yahoo's top searches of 2013, blogging for Huffington Post, doing the actual local news in Bismarck, North Dakota, and more.
Heavily focused on promotions being done over the internet as that how the first anchorman movie became popular. They haven't expected every stunt to hit; they just want to put as much as possible out there and let the Internet decide
Will Ferrell has pretended to be Ron Burgundy and done many interviews and gone of many talk shows pretending to genuinely be Ron Burgundy to promote the film. blurs the lines