As part of the marketing push for Anchorman 2: The Legend Continues, Will Ferrell has been popping up everywhere as moustachioed newsreader Ron Burgundy.
Not only has Ron got his face on a can of Tango alongside the immortal line “Stay classy”. He also appeared in a bespoke series of adverts for the Dodge Durango car that led to a 59 percent increase in sales for the brand.
"Paramount was so excited to do all these new things with the Internet and we had a unique opportunity with Dodge and I was willing to do some stuff in character," Ferrell explains. "It was just kind of a perfect storm of all that coming together."
You might also be aware that Ron has been appearing in country specific skits as well – not too long ago, he expressed his bemusement at Britain's Goodwood Festival of Speed. And ahead of Doctor Who's recent 50th anniversary, he appeared utterly baffled by the Time Traveller's name!
Anchorman 2 is one of several films in recent years to have seized on the opportunities presented by viral marketing. In 2008, found-footage monster movie Cloverfield built an enormous sense of mystique and menace with a series of short films hinting at the size of the film's enormous creature. Also in 2008, there was a steady drip-feed of information surrounding Heath Ledger's Joker in The Dark Knight, with a series of unsettling posters teasing his catchphrase 'Why so serious?'
Nevertheless, Ferrell insists that the marketing campaign for Anchorman 2 works because of the nature of Ron's character. "Ron Burgundy kind of lends himself to getting out there in front of people," he says.
What's your favourite piece of Ron Burgundy promotion? Let us know.