Netflix Drives Excitement with ‘Happy Gilmore 2’ Launch and Immersive Marketing Campaign
Netflix is capitalizing on the enduring popularity of its comedy sequel, Happy Gilmore 2, with a multifaceted marketing strategy that extends beyond the streaming platform. The film, starring Adam Sandler, launched Friday and has already generated significant buzz, fueled by a campaign that includes brand partnerships, interactive experiences, and even a retro video game.
A Sequel Years in the Making
Fans have eagerly anticipated the follow-up to Sandler’s 1996 hit Happy Gilmore since Netflix announced its development last year. Directed by Kyle Newacheck, the sequel sees Sandler reprise his role as the unconventional golfer with a powerful swing. Joining him are new cast members Bad Bunny, Benny Safdie, and Haley Joel Osment, alongside returning favorites Christopher McDonald, Julie Bowen, and Ben Stiller.
Marketing Blitz Builds Anticipation
The marketing campaign for Happy Gilmore 2 began well before the film’s release. A senior official noted that even before the trailer debuted in May, Christopher McDonald, in character as the famously competitive Shooter McGavin, made an appearance at the WM Phoenix Open golf tournament. The trailer itself proved to be a major success for the streaming service.
“People love the original movie,” a Netflix content chief stated during the film’s premiere at New York’s Lincoln Center. “When we released the trailer, fans went nuts. It’s the best trailer performance we’ve had for any Netflix film.”
Strategic Partnerships and Immersive Experiences
Netflix leveraged this momentum through strategic brand partnerships with U.S. Bank, Callaway, Topgolf, and Subway. The collaboration with Subway, a prominent feature in both films, is particularly noteworthy. McDonald is the face of Subway’s Happy Gilmore meal, and, according to the actor, writers from the original film contributed to the new advertising campaign.
“Subway was a big part of the first one, and so they stepped up and wanted to be in the second one as well,” McDonald recently told The Hollywood Reporter. “Luckily, we had some great writers from the Happy Gilmore camp who gave me some really fun lines.”
The campaign extended into the physical world with innovative activations. The iconic Times Square ball was transformed into a golf ball bearing Happy Gilmore’s likeness, and Sandler himself appeared in character at last month’s NHL Draft to announce a pick for his favorite hockey team, the Boston Bruins. The film even earned a category on Jeopardy! this week.
Embracing the ‘Disruptor’ Spirit
According to a Netflix vp of films marketing, the campaign aimed to capture the spirit of the original film. “Capturing the tone of the iconic first film and preparing fans for the next chapter is a lotta pressure,” the executive explained. “You gotta harness the good ideas, block out the bad. Harness. Good. Block. Bad.”
The executive added, “In all seriousness, Happy is the ultimate disruptor, and it was so much fun to push the limits on this campaign in his style. You could feel the excitement growing with every beat, and it won’t stop now that we’ve released. We can’t wait to celebrate fans’ new cult-favorite moments every step of the way.”
Retro Gaming and Continued Engagement
The excitement continues with the release of Happy Gilmore: Golf Mayhem ’98 Demo, an easter-egg video game now available to Netflix members on eligible TVs and Netflix.com. The retro-style game allows fans to experience the mayhem of the Happy Gilmore universe firsthand. It’s a fitting addition to a campaign designed to send Happy Gilmore – and his fans – to their happy place.
