Anchorman 2 Content Marketing: Too Much of a Not-So-Good Thing

Chances are you saw clips from at least one of Will Ferrell‘s many, many “content marketing” projects: the Dodge commercials, the local TV appearance, the journalism school event, the underwear commercial, the in-character interviews, etc.

There’s no question that the campaign was one of the largest in history and that it will serve as a model for future big-name movie promotions.

Here’s the problem, though: it didn’t really work.

Several post-mortem analyses (collected here by Idio) concluded that, while the campaign certainly raised awareness, it didn’t drive viewers to the theater.