Why Zoolander Is So Hot Right Now For Marketers

Why Zoolander Is So Hot Right Now For Marketers
SHARE
THIS



When Derek and Hansel hit the runway at the Valentino fashion parade, it was a marketing boom. Kurt Sorensen, digital executive at Carat Brisbane, explains why this stunt worked so well.

A few weeks back at Maison Valentino’s Paris Fashion Show, Zoolander fans from around the globe were given an epic treat as Ben Stiller & Owen Wilson’s now cult-classic characters’ – Derek and Hansel – ambushed the runway with their signature ‘walk-off; in what could be the best piece of native marketing we have witnessed this year.

If you’ve somehow achieved the highly-improbable and missed the return of Magnum and Le Tigre, check out what I’m on about below.

https://www.youtube.com/watch?v=JLjyvzMCQaY

Shifting sheer entertainment aside, from a marketer’s perspective this is one minute of absolute brilliance. The simplicity of the stunt is excruciating and from my opinion, Derek and Hansel’s return provides the ultimate blueprint for what all brand marketing teams and media agencies should strive for.

Execute on a big scale

For the announcement of the second Zoolander movie, Paramount Pictures set the platform at one of the biggest events in the fashion world – the Valentino Runway at Paris Fashion Week.

Big time leverage is ready to be used and an avalanche of publicity is set to follow.

The partnership works not just because of the simple connection between Zoolander being a movie about male models and Valentino as a fashion label for men. This is a partnership that works on multiple levels – Valentino provided a relevant and global platform in which Paramount could leverage the release of their movie in a novel way with scope, bound to attract practically free PR. The stunt gave Valentino not only awareness and publicity of the fashion house, but an opportunity to transcend their brand beyond the fashion world.

Create spontaneity and blend in content seamlessly

After 15 minutes of another stunning, yet predictable parade of Valentino’s finest; two God’s of fashion’s fictional underworld appear from behind the curtain.

No major announcement needed. Derek and Hansel simply strut their stuff down their aisle in the way they were born to do. Once you see these two really, really ridiculously good-looking male models you know exactly what is happening here.

Although there have been rumours of a second Zoolander movie for years, this was the first initial announcement of the movie going ahead and within a competitive market of suspense building trailers uploaded to YouTube every day, this simple stunt has garnered more earned media in a day than any entertainment production company would dream of, even for a film not slated to hit theatres until February 2016.

Use a platform that speaks to your audience and is built for great content

My favourite part of this whole crazy PR circus is the fact that a simple marketing strategy was overlayed on top of this content.

For those old enough to enjoy the first Zoolander (released in 2001) nostalgia will be powerful enough for you to feel good on the inside every time you see Derek’s ‘Blue Steel’ or hear that sound-bite ‘Is this a centre for ants?!’.

However, for all the young’uns who didn’t realise that one of Will Ferrell’s best movie roles was as Mugatu or thought that Ben Stiller only ever starred in movies in a museum as a security guard, then they need to feel the excitement and get a feeling of what all the fuss is about.

Step in SnapChat and Jeromy Jarre, who is rapidly becoming an ultimate celebrity through his exploits on every social media platform out there.

Jeremy (with his casual eight million plus Snapchat followers) was conveniently located in prime position on the runway, with his camera ready to go for another lovely Snapchat before Derek seized the moment (as always!) and took matters into his own hands. You can see this epic Blue Steel selfie here.

By putting Zoolander and this whole stunt operate within an arena like Snapchat, the movie took over an environment that speaks perfectly to the young audience that is almost guaranteed to make Zoolander 2 a Goliath hit, but more importantly, a result beyond anything that standard media could ever achieve.

Now on the tail-end of millions of online video views, massive buzz in the social sphere and tons of press coverage both on and off-line, the movie has enough momentum to last until the release date in 2016. To commemorate the whole event, Snapchat even introduced a special ‘Blue Steel’ filter in honour of the occasion. Talk about earned media.

What happens with Zoolander 2 at the box office remains to be seen, but it is undeniable that Paramount ain’t off to a bad start and it’s pretty safe to say that Zoolander is so hot right now.

Main image via The Hollywood Reporter.

Please login with linkedin to comment

appointment freedom Skittles

Latest News

The Turning Tide Against Surveillance Capitalism
  • Opinion

The Turning Tide Against Surveillance Capitalism

In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]

Opinion

by B&T Magazine

B&T Magazine
Kim Kardashian Spruiks Cryptocurrency In Instagram Ad
  • Media
  • Technology

Kim Kardashian Spruiks Cryptocurrency In Instagram Ad

Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]

by B&T Magazine

B&T Magazine
Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose
  • Campaigns

Great Southern Bank Rebrands With ‘Happily Clever After’ Via Indie Agency Richard Rose

Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]

Nine Promotes Jo Clasby To Commercial Director, Publishing
  • Marketing

Nine Promotes Jo Clasby To Commercial Director, Publishing

Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]

Mark Zuckerberg, chief executive officer of Facebook Inc., listens as Narendra Modi, India's prime minister, not pictured, speaks during a town hall meeting at Facebook headquarters in Menlo Park, California, U.S., on Sunday, Sept. 27, 2015. Prime Minister Modi plans on connecting 600,000 villages across India using fiber optic cable as part of his
  • Technology

“No F*cking Way!”: Pink Floyd Frontman Refused To Give Mark Zuckerberg Rights To Song

Roger Waters, co-founder of Pink Floyd, said he refused to give Mark Zuckerberg the rights to use hit song Another Brick in the Wall (Part Two). Waters was speaking at a pro-Julian Assange event when he said that he had been offered a “huge, huge amount of money” for the use of the 1979 hit […]

by B&T Magazine

B&T Magazine
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
  • Campaigns

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign

Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
  • Marketing

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins

Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]

Xandr Launches New Guide Exploring The Future Of Identity
  • Advertising
  • Technology

Xandr Launches New Guide Exploring The Future Of Identity

Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
  • Marketing

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client

Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]