Social Media Analysis of DeadPool Promotion Campaign

1. DEADPOOL
SOCIAL MEDIA
CAMPAIGN
Group 10
Jithin Das (PGP31030)
Shiva Prashanth (PGP31052)
S Raghav (PGP31104)

2. Introduction Target Objectives Strategy Platforms Analysis Conclusion
Deadpool was one of the most raunchy, adult-
humored comic character from Marvel Universe
Who is Deadpool ??
• Deadpool possesses a superhuman healing factor derived from that of the
mutant Wolverine that allows him to regenerate destroyed areas of his
cellular structure at a rate far greater than that of an ordinary human.
• Deadpool is an extraordinary hand-to-hand combatant and is skilled in
multiple unarmed combat techniques. He is a master of assassination
techniques, is an excellent marksman, and is highly skilled with bladed
weapons
Worldwide gross of $745.9 million, highest
grossing R-rated movie worldwide.
What did it achieve ??
• Movie Producers were worried that an R-rated superhero movie would flop,
while the creators refused to compromise the real character
• Smashed the record for the most successful R-rated opening of all time and
the biggest launch in February in Fox’s film history
• 1 year extensive social media campaign - Over-the-Top Marketing Strategy
Moviegoers bombarded with gifs, billboards,
videos and PSAs starring Marvel's anti-hero
Social Media Buzz !!
• From 2 weeks before its release, "Deadpool" was daily drumming up 10,000
to 20,000 tweets spiking to 1 lakh just before its release
• In the weeks before it was released, Internet conversation swirling around
"Deadpool" was 98 percent positive
• Fox ran "12 Days of Deadpool" campaign for a Christmas Day trailer release

3. Introduction Target Objectives Strategy Platforms Analysis Conclusion
The marketing team of Deadpool capitalized on the pre-existing fan base from the comic book. The core demographic for
the movie is men age 17-34. The marketing started through the comics, and went from there.
The Social Media Campaign team tried to understand who their target audience is. They accounted for their target’s age,
gender and location as preliminary factors and with focused efforts they tailored their promotional material to target them
Hence everything used for promotion of this film was aimed at people with a short attention span with a dark or raunchy
sense of humor
Female Demographics
As both star and producer of the film, Ryan
Reynolds had heavy influence on the film.
He understood the importance of
portraying strong female characters in the
film, and the appeal of such a movie to a
female audience.
“I liked the idea of some kickass
women in the film,” in an interview.
Regional Demographics
Localized SEO is no longer optional. There
were several videos released specifically to
target certain geographic targets. For Ex -
In partnership with Manchester United,
the studio launched a video with Deadpool
scoring a goal & their football players
cheering him. Cross-promotion helped the
video to garner 1.5 Mn views in less than a
week.
Comic Book Fan Base
Even though in the movie they perfectly
nailed DeadPool’s personality and attitude,
there are still some differences in the
storyline of the comic book.
This was a very thin line for them to tread
as they did not want to lose out on the
already existing fan base of Deadpool but
also gain new fan bases from Non-Marvel
comic book fans

4. Introduction Target Objectives Strategy Platforms Analysis Conclusion
Final Objective :- Transform Deadpool
from an unknown comic book hero to a
household name thus ensuring a Box
office success
The character appeared in all sorts of
unexpected places, including counting down to
Christmas with the "12 Days of Deadpool," a
PSA for testicular cancer, and an Aussie-
themed viral video on Australia Day featuring
Deadpool in a traditional antipodean cork hat.
Each of these appearances was
used as an opportunity to
introduce the character and
frame the cinematic experience
the audience could expect if they
decided to spend $10 on a
theatre ticket.
They went bold.
Deadpool’s social media campaigns
were funny, irreverent, surprising and
silly, yet all established and maintained
a clear tone that resonated with the
public.
Deadpool marketing campaign managed to create
a relationship with the people who ended up going
to see it. They were honest, creative, and
completely relentless. And rather than sticking to
traditional advertising, they decided to put their
campaign anywhere someone might be looking,
even Tinder.
Fox made the successful decision to launch the
movie on Valentine’s weekend & the marketing
communications made sure to mock the hell of out
Valentine’s weekend. This gamble on Fox’s part, to
go with an R-rated adaptation of this foul-
mouthed, non-kid-friendly, fourth-wall-breaking
character was a major success

5. Introduction Target Objectives Strategy Platforms Analysis Conclusion
VIRAL VIDEOS
Created event specific videos with the actor in character
Generated low budget character based creative pieces
Exposed very little of the film content
USER ENGAGEMENT
Responded quickly to tweets or posts
Posted new content on a regular basis
Conducted character based live quiz
ACTOR’S INVOLVEMENT
Leveraged personal social media followership
Promoted user engagement actively
Joined Twitter and Instagram
PARTNERSHIP WITH CHARITY
Associated with a positive cause
Partnered with UK based charity
Created informational videos
Guerrilla style social media
marketing

6. Introduction Target Objectives Strategy Platforms Analysis Conclusion

7. Introduction Target Objectives Strategy Platforms Analysis Conclusion

8. Introduction Target Objectives Strategy Platforms Analysis Conclusion
• Tweet Downloader
• Download tweets with “Deadpool” hashtag using Twitter API
• Download posts and top 200 comments for each post on Facebook fan page
“Deadpoolmovie” using Netvizz API
• Preprocessing
• Removing non-English Tweets/FB posts
• Delete retweets
• Delete @word
• Delete punctuations
• Remove digits
• Remove html links
• Delete unnecessary spaces and tabs
• Removes NA s
Approach

9. Introduction Target Objectives Strategy Platforms Analysis Conclusion
• Perform Sentiment Analysis
• Use Naïve Bayes’s Algorithm
• Classify different emotions anger, disgust, joy, sadness, surprise & fear
Approach
• Assign each
tweet/
post to one of
these
emotions
• Plot these
distribution of
emotions

10. Introduction Target Objectives Strategy Platforms Analysis Conclusion
• Plot polarity of emotions
Approach

11. Introduction Target Objectives Strategy Platforms Analysis Conclusion
• Text Mining
• Separate text by emotion
• Remove stopwords like adverbs, adjectives,etc.
• Create wordcloud
Approach

12. Introduction Target Objectives Strategy Platforms Analysis Conclusion
• Fans by country
• Download fans by country statistics through Netvizz API on facebook
• Add Latitude& Longitude data to the country codes specified in the csv file
Approach
• Use Gephi Graphical Visualization
Tool
• Use the modified fan count data
obtained through Netvizz API
• Use Geo Layout and modulate the
size of the nodes with respect to
fan count data

13. Introduction Target Objectives Strategy Platforms Analysis Conclusion
• Fans User
network
Approach
• Interaction
between fans and
movie page – all
tweets with
hashtag
deadpoolmovie are
obtained
• Find out the twitter
users who are
directly or
indirectly
responsible for
movie promotions

14. Introduction Target Objectives Strategy Platforms Analysis Conclusion

15. Introduction Target Objectives Strategy Platforms Analysis Conclusion
• The ratio of people who click ‘thumbs up’ on movie trailers and clips usually clocks in at .02 to .06, according to social
media-focused online magazine MoviePilot, and a reading of 0.6 to 0.7 is considered better. By comparison, the ratio for
‘Deadpool’ is 1.04.
• Deadpool set a number of box office records:-
1. Biggest R-rated opening: With $132.7 million (Fri-Sun)
2. Biggest Fri-Mon opening: With $156 million
3. Biggest R-rated comic book superhero opening ever: $185 million worldwide
• Deadpool debuted at the #1 spot in 60 out of the 61 markets it was released in
• Deadpool 2 sequel set to release in 2018