A campaign that turned an underrated comic book smart ass into a legend... (with an ass that won’t quit)
Subtlety isn’t Deadpool’s game so we thrust the spandex-wearing superhero’s goods directly into the faces of fans. AND THEY LOVED IT. Thanks to our immensely successful digital marketing efforts, Deadpool is Fox’s BEST PERFORMING Digital HD title to date.
Even with a kick-ass story, and enough ass-accentuating spandex to make some moviegoers blush, the Home Entertainment campaign faced unique challenges:
- Re-energize and engage devoted fans and newcomers alike
- Accessible initiatives that accentuate hilarious tone of film
The outrageous, self-aware personality of our anti-hero allowed for content ranging from bawdy Snapchat stories to hilarious erectile dysfunction parodies, as well as unprecedented use of Facebook Livestreaming to connect fans to the filmmakers. Each effort perfectly captured the tone of the film and got audiences noticeably excited (if you know what we mean).
Client Fox Home Entertainment
Project Deadpool Home Entertainment Global Marketing Campaign
What We Did
- Social creative & campaign management
- Original Videos
- Interactive Media Panel
- Snapchat Stories
- iTunes Takeover
- Targeted online media campaign
The Merc With a Social Mouth
Draftpool: We hijacked cultural events and popular hashtags surrounding everything from the Coachella festival to the Game of Thrones premier to remind fans that #deadpooliscoming.
Poolidays: Deadpool celebrated his favorite (ridiculous) holidays across social media. Who could forget when he slaughtered a piñata for chimachangas on Cinco de Mayo and posted hilariously grotesque original coloring book pages for National Crayon Day?
Global Media & Fan Day
What happens when you get 30 journalists, 2 million fans, rap legends Salt ‘n’ Pepper, and Ryan Reynolds into one room? Turns out, a really intense (mostly SFW) love fest. We hosted a panel discussion with the folks behind the film and partnered with Facebook Livestream to give fans a chance to ask anything they wanted. Nothing inspires journalists to expand their coverage like witnessing the hot, hot passion of engaged fans.
A “Day in the Life” Snapchat Story
We celebrated the Blu-ray release with an original Deadpool lens that transformed wannabe fans into Deadpool, at least for 10 glorious seconds. Then we brushed up our doodle skills for an epic “day in the life” Snapchat story. Fans watched DP hit the gym, destroy a bathroom, and take a trip to Target run to purchase his Blu-ray (plus some lotion and tissues for…you know).
“Deadpole” Parody Commercial
Need a little hand? Days before the launch of the DVD, we released a parody of your typical male performance commercials – starring Ryan Reynolds, the real actress from previous ED spots, and of course, two outdoor bathtubs in a field. 18 million online views and 28.3 million unique impressions later, it was the second most viewed video on Facebook ever. If you experience an erection lasting longer than four hours, you’re welcome.
Deadpool’s Honest Trailer
The most meta of campaign stunts, Deadpool broke the fourth wall yet again to appear in his own Honest Trailer - something no other character could have done so successfully (or sexily). The stunt picked up 13.5 million views to become one of Screen Junkie’s most watched trailer of all time. (Take that, Wolverine.)
Deadpool is no stranger to breaking the fourth wall. For Digital HD launch, he took over the iTunes pages of several X-Men films, along with Alien 3, Taken, and Batman, encouraging visitors to ditch those lame titles and pick up his instead.
Comeback of VHS
What better time to start things off than April Fool’s Day? We partnered with Ryan and Amazon to announce the fake “VHS and LaserDisc” release. Nostalgia-obsessed fans loved it. Media outlets couldn’t get enough and amplified its reach. We were even named a top April Fool’s Day prank by US Weekly and EW! The stunt racked up more than 60,000 clicks on the pre-order link.
With reaction like that, we couldn’t leave fans hanging. We’ll be selling actual VHS versions at Comic Con this year.
Fox Home Entertainment’s most successful digital release EVER.
In terms of sales, Deadpool came fast and hard. With 200 million impressions on social media and extensive organic media coverage, the obsessive reaction of fans was a dangerous stroke to Deadpool’s already massive ego. In the end, the expansive and unprecedented digital campaign became Fox’s best performing Digital HD title to date.