Zoolander 2 - Paramount Pictures

Movie releases have come in all shapes and sizes, but the announcement of Zoolander 2 is one for the media history books.

Here’s what happened…

In the middle of Maison Valentino’s runway walk during the biggest fashion event of the year (Paris Fashion Week), two unexpected models hit the stage: Ben Stiller and Owen Wilson.

Zoolander2 - Paramount Pictures
Image Source: Paramount Pictures

If you remember, this dynamic duo has graced the fashion stage before in their hit movie, Zoolander. In this comedy, two male models have a rivalry that leads to a runway “walk-off.”

So it only makes sense that to announce the sequel (February 2016), the two actors face-off on the runway showing off just how they are ridiculously good-looking.

So what can we learn from this hilarious viral stunt?

1. Stay on brand
The first Zoolander movie focused on the fashion industry and the models within it. By choosing to announce the sequel during the most iconic fashion week to those in AND out of the industry, the Zoolander team was on point in finding an appropriate time to announce their news!

Think about your product, your company, and your industry. Are there events and hashtags where you can get involved to make your announcement even bigger? Know your audience and where they gather (Facebook, Instagram, Twitter?) to really build some excitement about your own news.

2. Get everyone involved
Not only will every individual and press person in attendance be covering the news of the movie release date, models from the fashion week and the actors themselves are also posting on their personal social media profiles to spread the news.

Ben Stiller - Instagram

If your employees are just as excited about a product release as you are, make everyone aware of when and where the announcement will happen so everyone can be ready to share the news!

3. Do something risky, funny, and unexpected – and just let it go.
In a matter of minutes Twitter has #Zoolander2 trending nationally and has reached the top trending topics on Facebook. The Zoolander team knew that the famous faces of Stiller and Wilson would turn some heads.

But, they also weren’t sure if it would be in the other direction. Paris Fashion Week is very important to the industry, and they had to be careful to not make a mockery of the event.

Therefore, if and when you decide to take a chance to pull off a viral event such as this movie release, know that even if there are risks involved – it could pay off in the end!

What do you think about the Zoolander2 movie release? Which tip will you remember for your own product release? Share with us in the comments!

About the Author: Deanna Zaucha is the Content Marketing Coordinator for Webs and Pagemodo, and also manages our social media presence. She can be found on a dance floor, or on her iPhone keeping up with trends in marketing and tech. Get more from Deanna on Pagemodo’s Blog and Twitter.

Cover Image Credit: Paramount Pictures

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