The stars made a surprise appearance during Valentino's Paris Fashion Week show to promote . . . well, the hashtag #Zoolander2 says it all: The Zoolander 2 movie debuts in 2016, starring Derek and Hansel, two models with attitude. The Zoolander Facebook page (1.1 million likes) also carried photos and posts as the stars completed their walkoff.
Both Zoolander2 and Valentino trended high on Twitter for hours after the stars left the runway. No promoted tweets needed, the photos and hashtag went viral worldwide through buzz. Think of the promotional value for the designer and for the movie when two well-known actors get into character and "perform" in front of a star-studded audience expecting a couture collection.
Bottom line: The promotion was effective because it was live, it was a surprise, and it took place in a setting where those characters would ordinarily be seen--a win-win for the designer and the movie.
