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Deadpool: A Lesson in Atypical Advertising
- 1. Deadpool Social Case Study By Mark Scott
- 2. Deadpool Social Case Study How do you open #1 in 60 out of 61 markets?
- 3. And turn a $58 million movie into a $800 million box office smash? Deadpool Social Case Study
- 4. All while encased in a form-fitting, red spandex body suit? Deadpool Social Case Study
- 5. Do everything every movie ad campaign does, but do it differently. Very differently. Do it often. And do it in social… amongst other things. Deadpool Social Case Study
- 6. Of course, having Ryan Reynolds as the lead doesn’t exactly hurt either. Deadpool Social Case Study
- 7. Right off the bat, Deadpool let it’s audience know where it was coming from with one of it’s most notable ads. Adweek called it, “so stupid, it’s genius”, while Tech Times called it “crude and clever”. In an ironic twist, pictures of the ad quickly went viral after luminaries in the comic world began tweeting about it. Set the Tone From Day #1 Deadpool Social Case Study
- 8. Real posts for fake products on April Fools Day, hijacking trending topics, like GoT’s faceless man, and jumping on obscure holidays, like National Crayon Day, are just a few of the ways Deadpool quickly grabbed people’s attention in social. Jump On Every Else’s Bandwagon Deadpool Social Case Study
- 9. Teasers tend to be pretty by the book—a few mysterious shots, cryptic messaging, but that’s about it. Deadpool ripped up the rule book and made a teaser for its teaser, playing into anarchic film’s character, while creating something fresh and buzzworthy at the same time. Make Atypical Teasers Deadpool Social Case Study
- 10. Honest Trailers have been synonymous with skewering movie trailers for quite some time, but Deadpool didn’t let them have all the fun, instead he personally hijacked his own movie’s Honest Trailer (the most watch one ever). Truly meta, and another example of how Deadpool took movie promotion to the next level. Hijack Just About Anything Deadpool Social Case Study
- 11. Deadpool owned the 2017 Super Bowl on Twitter, cheekily live tweeting the entire event from start to finish, including posting original content on the fly that parodied Amazon’s acclaimed Alexa ad. Be Agile and Then Some Deadpool Social Case Study
- 12. Deadpool’s daily life captured in hand-drawn Snapchat stories doubled the industry average for screenshots in just 24hrs. Add to that, a way to Deadpool yourself (and who wouldn’t want to do that?) with a Snapchat filter, and you’re looking at a recipe for success. Play with the Medium Deadpool Social Case Study
- 13. With a campaign that unofficially kicked off in 2015, Deadpool had to stay fresh from pre-release to DVD and beyond. The only way to achieve this was to continually reinvent itself with tactics like Deadpool’s hilarious parody of a rather well-known men’s health product that garnered 283 millions unique impressions on Facebook. Never Stop Evolving Deadpool Social Case Study
- 14. Deadpool heavily promoted itself pre and post release with an incredible amount and variety of original promotional material, including clickbait generators, Facebook Live AMAs, Tumblr, and PSAs. These micro activations (combined with bigger ones) made it feel as though Deadpool was everywhere, creating an unprecedented level of awareness. Max Out Micro Activations Deadpool Social Case Study
- 15. When the dust had settled, Deadpool had garnered a whopping 200 million impressions in social, become the highest-grossing R-rated film of all time, one of Fox’s highest-grossing films ever, and the highest-grossing X-Men film, taking in a staggering $783 million and counting to date. Deadpool Social Case Study
- 16. Thank You. Deadpool Social Case Study
- 17. Wait… there’s more… kind of like those Easter eggs at the end of super hero movies that everyone loves, only totally unexpected, well, I mean, it was until you read this… now we’ve ruined the surprise… sorry… but you get the idea… Deadpool Social Case Study
- 18. When MLB wanted to tease the start of the season, they didn’t use their own social channels. Instead, MLB turned to their teams to create something that went beyond just creating a sense of mystery and became a playful interactive message that came to life by following “breadcrumbs” spread across dozens of MLB teams’ accounts on Twitter. Think Outside Your Box Deadpool Social Case Study
- 19. Every now and again, people accidentally turn a thing into “a thing”, like the seemingly endless music overlays using the throne room scene from Last Jedi. It quickly inspired imitators and went viral almost as soon as it was released. Find Inspiration Everywhere Deadpool Social Case Study
- 20. Art director Pablo Rochat’s playful Instagram account is a little different. Almost every post takes advantage of the way Instagram works, mocks a cultural phenomenon or pokes fun at social media in general, and in doing so demonstrates how to work the medium. Work the Medium Deadpool Social Case Study
Editor's Notes
- Design rules are guidelines, not laws. They can and should be broken, but it takes a solid understanding of them to know when to break/bend and when not to.
- Design rules are guidelines, not laws. They can and should be broken, but it takes a solid understanding of them to know when to break/bend and when not to.
- Design rules are guidelines, not laws. They can and should be broken, but it takes a solid understanding of them to know when to break/bend and when not to.
- Design rules are guidelines, not laws. They can and should be broken, but it takes a solid understanding of them to know when to break/bend and when not to.
- Design rules are guidelines, not laws. They can and should be broken, but it takes a solid understanding of them to know when to break/bend and when not to.
- Design rules are guidelines, not laws. They can and should be broken, but it takes a solid understanding of them to know when to break/bend and when not to.
- Design rules are guidelines, not laws. They can and should be broken, but it takes a solid understanding of them to know when to break/bend and when not to.
- Design rules are guidelines, not laws. They can and should be broken, but it takes a solid understanding of them to know when to break/bend and when not to.
- Design rules are guidelines, not laws. They can and should be broken, but it takes a solid understanding of them to know when to break/bend and when not to.
- Design rules are guidelines, not laws. They can and should be broken, but it takes a solid understanding of them to know when to break/bend and when not to.
- Design rules are guidelines, not laws. They can and should be broken, but it takes a solid understanding of them to know when to break/bend and when not to.