Has your social media been bombarded by messaging that has to do with magazines, Chanel boots and the colour cerulean? Have you seen Anne Hathaway fall on set and the nostalgia edits?
You are not alone. The Devil Wears Prada 2’s Marketing Campaign has been monopolising our for-you pages for months with a well planned, insistent strategy that made us all bring up the film in conversation, at least once.
To name only a few of the brilliant elements of the campaign, Runway, the iconic Magazine inspired by Vogue, has been printed and distributed worldwide to be purchased in pop-up newsagents.
Beyond that, the film has been part of huge brand partnerships, one of many with Coca Cola.
Cans now feature an unmistakable crimson stiletto and the new Coca Cola ad centres around a ‘Canny pack’ – a chic, silver fanny pack designed by fictional stylist James Holt, which perfectly fits a can of diet coke. And you thought WE were obsessed with puns.
Not to mention the countless brands drawing inspiration from the iconic film.
Starbucks launched character-inspired drinks – although we all know that Emily would never order an Iced Chai Latte – try again!
Google also created a full campaign around the “Circle to Search with Google” feature, complete with advertising, influencer engagement and product placement. The brand even had Simone Ashley and Stanley Tucci reprising their roles in a promotional social film, where they used the Google tool to create Met Gala outfits.
The Devil Wears Prada 2’s campaign is the ultimate testimony that movie marketing is no longer confined to ads and billboards.
In the past few months, through an extensive and creative marketing campaign, the film has become part of everyday culture before even reaching cinemas. Whether it’s the social media strategy, the incredible partnerships or the nostalgia-bait, it worked perfectly. That’s all.
