A case study in legacy IP monetization: Happy Gilmore 2’s multi-platform marketing play

The long-awaited sequel to Happy Gilmore hit Netflix on July 25, 2025, and with it came one of the most creatively layered marketing campaigns of the summer. Rather than just lean on nostalgia, the film turned its legacy status into a full-blown consumer experience, spanning QSR activations, sports integrations, in-app games, and major brand partnerships.

At the center of it all? Adam Sandler, a golf ball, and a surprisingly well-executed partnership with U.S. Bank.

Why this campaign scored:

• Legacy integration with real brands: The fictional U.S. Bank Tour Championship was more than a gag; it became a full narrative device, placing the sponsor at the center of the movie’s climactic sequence.

• Cross-channel engagement: Subway’s “Happy Gilmore Meal” and Spotify’s interactive mini-game brought the campaign into fast food and digital spaces.

• Culture crossover moments: Celebrity shoutouts and viral challenges gave the campaign real cultural heat, turning Happy Gilmore 2 into a trending topic far beyond the Netflix algorithm.

Execution Highlights

🏦 U.S. Bank becomes a storyline
U.S. Bank became the film’s main sponsor in-universe. Viewers saw their branding on tee boxes, uniforms, and even heard them name-dropped by the fictional commentators (voiced by Verne Lundquist and Jack Beard). The brand also launched a real-world promo giving away a $50K “Happy Place Home Makeover.”

🥪 Subway gets back in the game
Reviving its iconic cameo from the original film, Subway launched a limited-time “Happy Gilmore Meal” with collectible cups. Each cup had a QR code linking to exclusive behind-the-scenes content and a sweepstakes to win a golf trip with a cast member.

🎮 Spotify gamifies the experience
Spotify debuted an in-app “Happy Gilmore Tournament” game, where fans could swing virtual clubs using their phone’s accelerometer. Unlockable prizes included soundtrack access, shareable badges, and an animated Happy Gilmore avatar.

🏌️‍♂️ Celebs join the fun
Stephen Curry’s viral recreation of Happy’s running tee shot exploded on TikTok, while Travis Kelce and Taylor Swift posted about their Netflix watch party, calling the film a “13/10.” Swift’s post alone drove 15M+ impressions within 24 hours.

Final thoughts: Tactical takeaways from the Happy Gilmore 2 marketing campaign

From legacy callbacks to platform-native activations, Happy Gilmore 2 delivered a campaign that felt less like a promo and more like a cultural moment.

Here’s a breakdown of the key strategies that made it click and why they worked:

Movie marketing intel: This week in trends

TEASER  DROP 🧟 Frankenstein ignites nostalgia with new images and a viral tease (Awards Daily)
Netflix is fueling excitement for Guillermo del Toro’s Frankenstein with an emotionally charged teaser trailer that already amassed 2 million views in just 12 hours at its Tudum launch. The campaign expanded with a striking set of images including Jacob Elordi as the Creature deepening the link between Del Toro’s aesthetic vision and the film’s mythic roots.

BRAND SYNERGY 🍪 Wicked weave into snacks and shelves with Pillsbury collabs (All Recipes)
Universal is turning grocery aisles into Oz with themed Pillsbury Shape Cookies featuring Glinda’s crown and Elphaba’s hat in signature pink and green dough alongside matching cereal flavors like Glinda Good Berry and Elphaba Caramel Apple. These limited-edition items hit shelves early to build sustained anticipation.