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Zoolander 2 transforms selfies, modeling mobile marketing know-how

Paramount Pictures is ramping up awareness for its highly anticipated sequel, Zoolander No. 2, with a mobilized platform enabling users to transform their selfies so they recreate the main character?s iconic look. 

Marketing efforts for Zoolander No. 2 can be seen on a bevy of platforms, especially on mobile and social media, with its latest installment taking the form of the mobile picture platform shared on Facebook, Twitter, Instagram, etc. The film distributor is pairing a popular subject from the first movie with the common consumer practice of taking selfies and playing with editing tools. 

"This platform is great for building up hype and connecting with fans of Blue Steel," said Carrie McIlveen, US director of marketing at Metia. "It expedites their movie promotion by leveraging viral marketing through social media. 

"People will want to share with their friends which in turn promotes the movie and builds brand loyalty," she said. 

Mobilizing Blue Steel
The well-known theme of the title character?s ?Blue Steel? face is a marketing tool the film distributor has frequently leveraged to draw in old fans of the original film. Users on the Blue Steel Selfie Studio can access the site on their mobile devices and take a picture of themselves modeling a face that best resembles Ben Stiller?s character?s iconic look. 
When the users click to take the picture, fabricated camera flashes will be seen to follow the film?s modeling theme. The selfie is then marked for users to determine whether or not their face is in the correct position for the most accurate experience. 

The final page of the platform is equipped with a sliding bar which users can slide to ?get more Blue Steeler,? as stated on the platform, that will augment the picture to more accurately resemble the film?s look. 

The original movie follows the storyline of main character Derek Zoolander, who is a fictional model that often sports a facial look with pursed lips and angled eyebrows, dubbed Blue Steel in the film. When users slide the Blue Steel bar to the right, the platform will shift users' eyebrows to be more arched and lips to look further puckered. 

Fans can then determined which shaded filter they would like, from choices of yellow, blue or red tint. Social media integration allows users to share on their Twitter or Facebook feed, and the platform prompts them to do so at the end of the experience. 

Selfie strategy
Similarly, Holiday Inn Express went mobile in more ways than one by hitting the road with a Pancake Selfie Express vehicle that enables flapjack enthusiasts to print a selfie on a pancake as part of the hospitality brand?s efforts to advertise its Express Start breakfast (see more). 

Also, Footwear manufacturer Reebok poked fun at the traditional selfie pose, while also playing into consumers? love for the trend and instilling its core brand values with a social media sweepstakes (see more). 

"Creating this experience is a powerful form of marketing," Ms. McIlveen said. "The photo booth encourages them to experience this iconic part of the movie in a very personal way. 

"It is a creative attempt to strengthen the bond while also turning followers into brand ambassadors," she said.