Did you know "Zoolander 2" and "Deadpool" hit theaters this weekend? It's almost impossible not to, as Paramount Pictures and 20th Century Fox go wall-to-wall with trailers, digital content and events to promote the films.
The latest effort features Derek Zoolander, played by Ben Stiller, spoofing "The More You Know" PSAs, which will take over NBC Universal's portfolio of TV networks, digital and social platforms. In the videos, Zoolander "educates" viewers on the importance of outer beauty in ways only his character can. Fandango will also release the videos across its Facebook, Twitter and Instagram feeds, as well as on the Fandango site, where bonus content will be available.
Dubbed "The Outside Matters," the campaign was created by NBCU's Content Innovation Agency, its internal content marketing division, in collaboration with writers from both Paramount and the film. Each video is tailored to fit the network or platform it will air on.
As part of Paramount's aggressive campaign for the sequel, Mr. Stiller and Owen Wilson -- in character as Zoolander and Hansel -- walked the runway at Paris Fashion Week during Valentino's show and Zoolander appeared on the cover of Vogue.
This comes after 20th Century Fox did a commercial takeover of five of Viacom's channels to promote "Deadpool" and the superhero ran his own PSA. Both movies will debut Feb. 12.