Some movies are a fun watch for a season and then fade into the background. Others stick around for years, quoted in conversations, referenced in memes, and remembered for the way they made people feel. The original Happy Gilmore is one of those films. Now, with Happy Gilmore 2 making its debut, the team behind the movie isn’t just banking on old fans to show up out of loyalty; they’re giving audiences a new way to be part of the story before the first scene even plays.
Instead of relying solely on traditional trailers and social media teasers, Netflix has teamed up with Spotify to create something far more interactive, a playful, golf-inspired game that lives right inside the Spotify app. It’s not just a side project. It’s a clever way to extend the film’s energy into a space people visit daily, blurring the line between entertainment and marketing.
Marketing that starts before the ticket is bought
The game, called The Happy Gilmore 2 Tournament, gives players a few quick golf challenges to work through, starting with the kind of short shot that Happy himself would take, complete with a hockey stick. Each level comes with rewards: short audio clips from the movie, small hidden surprises, and even a playlist built to match the player’s music tastes.
By doing this, Happy Gilmore 2 has turned a campaign into a hands-on experience. It’s not just telling audiences to get excited, it’s letting them step into the movie’s personality and have fun with it. And because it lives on Spotify, there’s no big learning curve or extra app to download. It’s all right there, waiting for a quick tap during a lunch break or commute.
Nostalgia with a fresh twist
Nostalgia marketing is powerful, but it can easily tip into the predictable if it’s not handled well. Too much of the old and you risk feeling outdated. Too much of the new and you lose the connection fans have held onto for years.
The approach here gets it right. The game nods to the original film’s quirks, the hockey stick club, and the playful tone while layering in modern, tech-driven fun. It bridges generations: those who loved the film in the ’90s and new audiences curious to see what the hype is about.
This balance is part of why nostalgic campaigns work so well. They spark memories, and memories often spark conversations. Add a game into the mix, and you have something that keeps people interacting far longer than a quick ad scroll.
What other brands can learn from Happy Gilmore’s strategy
This marketing strategy works because it creates something people want to spend time with. Here are a few lessons brands, no matter their size, can take away:
- Turn your promotion into an experience. Let people play, choose, or interact with your brand in some way.
- Be where your audience already is. Spotify made sense here because it’s a daily habit for millions.
- Blend old and new thoughtfully. If you have a history or a beloved past product, respect it, but present it in a way that feels current.
For entrepreneurs, the message is clear: engagement beats exposure. Even without a huge budget, you can create interactive campaigns, from social media challenges to AR filters, that give customers a reason to stick around.
A new standard for film marketing
The Happy Gilmore 2 promotion is part of a growing trend where the marketing isn’t separate from the product, it’s part of it. Instead of simply advertising a movie, the team has created a pre-release experience that feels like an extension of the film itself.
The partnership between Netflix and Spotify also shows the value of picking collaborators who share your tone and audience. When the pairing feels natural, the end product feels more authentic, and audiences can sense that.
For brands in any industry, authenticity matters. It’s not just about reaching people, but about reaching them in a way that feels right for your story.
Keeping the momentum alive after release
One of the smartest aspects of this campaign is that it doesn’t have to end when the movie comes out. The game can remain as a fun companion piece, the playlists can keep fans connected, and the social sharing options can keep the conversation going.
This is something any business can apply: don’t let your big launch be the last word. Plan for what happens after, whether that’s a follow-up offer, added content, or ongoing community engagement. The goal is to turn a single moment of excitement into something that lasts.
Final thoughts
Happy Gilmore could have returned to screens with nothing more than a trailer and some billboards. But the team behind Happy Gilmore 2 chose to make the marketing just as fun and memorable as the movie itself. By blending nostalgia with interactivity, they’ve given fans an early taste of the film’s personality and made them part of the action before release day.
For brands and entrepreneurs, the lesson is simple: don’t just tell your audience about your product, invite them to experience it. Whether it’s through games, challenges, or other interactive elements, the most effective campaigns are the ones people want to engage with voluntarily. That’s not just marketing. That’s creating a story people are excited to join.
FAQs
- How can interactive games boost a marketing campaign?
They keep people engaged longer and make the brand feel more memorable.
- Why mix nostalgia with modern tech in promotions?
It connects with longtime fans while pulling in a new audience.
- What’s the advantage of partnering with a popular platform?
You reach people where they already spend their time, making it feel natural.