Behind 'Anchorman 2''s Unprecedented Social Campaign

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The talent behind Anchorman 2 speak to Adweek about their massive social media campaign that features more than 50 videos and other content that have been carefully seeded throughout the social landscape.

Says director Adam McKay, "I barely knew what a meme or GIF was when we started the campaign. But those terms starting coming out and I would be like, ‘You mean a good joke?’ To me, those are just new words for premises, tropes or riffs. The only big difference to me is the riff is now often going on a loop.”

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