Universal Enlists Smosh to Promote ‘Dumb & Dumber To’
The campaign centers on a music video, titled “Your Dumb. I’m Dumber,” which was released today on Smosh’s YouTube channel (and is also available to view below).
Defy and Smosh are also running a Twitter sweepstake that will give one fan the chance to win a trip to the LA premiere of the film, a sequel to the hit Farrelly brothers comedy starring Jim Carrey and Jeff Daniels. For a chance to win, fans need to tweet the hashtag #SmoshDumbTo.
The sweepstakes will be followed by a second Smosh video, which will be shot from the premiere.
This is not the first instance of Smosh using their massive YouTube audience — close to 19 million subscribers on the main channel — to promote a big-budget entertainment property. For instance, the duo was enlisted by game maker Ubisoft on a campaign around the release of “Assassin’s Creed 3.” That video has generated more than 55 million views on YouTube to date.Tags: branded content, Defy Media, Dumb & Dumber To, Influencer Marketing, music video, smosh, Universal Pictures, YouTube Creators