(Text Write up by Kartik)
Film promotion is a must in today’s world. It is just not a trend but a necessity. Every production house and films try to do different things to highlight themselves in front of its audience. They want to be as innovative as they can be. But Deadpool crossed all the limits when it came to its promotion. Deadpool team came up with the unique marketing strategy.
Each and every film is not for mass audience and every film target its most likely target audience. Same way Deadpool team also targeted its audience but the manner they marketed the film was awesome and Fox declined to talk about the marketing strategy in advance of the movie’s release. Deadpool team very expertly built its strategy on the basis of the initial leaked footage and the huge built-in audience.
One huge bet the team took was that they didn’t try to tone down the dark aspects of the character. The team released a huge amount of promotional contents on social media in order to satisfy its original fans and shown its new fans what they can expect of the character. Ryan Reynolds himself played an important part to raise awareness about the film. It was good on his part mainly because he played Deadpool in X-Men Origins: Wolverine but audience was disappointed because they didn’t stay true to the character. But this time the passion and originality took it to the next level.
Every time Marvel had adopted the seriousness of the role and classic music while promoting the movie but this time was different. They adopted the humor which something Marvel had never done before. Almost all the content hit on the right notes and the attitude itself won the audiences.
If we further drill down and look at its online marketing strategy and it will fascinate everyone. When we compare Deadpool with some other characters, let’s say Wolverine or Spiderman, it is lesser-known character. So they used other characters to promote Deadpool.
Earlier, the movie’s Twitter account had few followers so Ryan started tweeting through movie’s official account: “With great power, comes great irresponsibility.” It was done in March 2015 and since then Ryan has been tweeting and mentioning the account again and again. Along with this, other characters also contributed to the advertisement. For e.g., Hugh Jackman replied on Ryan’s tweeted “Seriously, Mate. You’ve got to stop following me. SECURITY!!!”
Deadpool also used Facebook very well. They had their own click-bait website, Clickpooler.net, which was shared through Facebook and shared click-bait articles on it. People wrote some fascinating comments on the Facebook page. Then there was the most unique thing that they did, it was releasing on Valentine’s day weekend so they fooled people by releasing romantic poster of the movie.
They also carried the email campaign. People who signed up for the exclusive emails, received an email from movie’s marketers telling them that Deadpool will be running for presidency role. They reminded people about the true nature of the character as “He’s Canadian! He can’t be president of USA!
Really, Deadpool team has taken brand marketing, social media marketing, and content marketing to the new level and in future companies and brands will have to understand the crux of the various platforms.
(P.S. We have sourced the image from Google image search using limitations for non-commercial reuse. If its copyrighted and you want us to refrain from using it, leave a comment. We will do the needful. Let’s keep the lawyers out of this one. We do not have any money. We spent it on Deadpool tickets. Thanks.)