The highly anticipated movie Deadpool is making waves with a marketing campaign that is smart, funny, unique and taps into what makes the character a success in the comic book world.
To the mainstream world, Deadpool is an obscure superhero. He’s certainly no Batman, Superman or Captain America. So why is everyone excited? The Deadpool marketing team has been essential to generating buzz and anticipation.
Whether or not you’re a geek, here’s four things every marketer can learn from the Deadpool campaign.
1 – Know Why People Love Your Product
The marketing team know why people love Deadpool – he is a fast-talking, wise-ass, self-aware superhero (in the comics he actually knows he’s a comic book character) who constantly breaks the fourth wall. And they are playing it up!
Following the spirit of the character, the campaign has released self-aware, after self-aware promos. Take the teaser trailer for example. The voiceover is done by Deadpool, talking about Deadpool, as a character in his own movie. And it’s filled with all sorts of quips like “eHarmony date with destiny,” “five-time Academy Award viewer,” drops an f-bomb and even pokes fun at his character in the X-Men Origins: Wolverine movie. The trailer racked up over 11 million views in just a few days.
2 – Know Your Audience (And Timing)
Speaking of eHarmony, the Deadpool team know exactly who their audience is. Their tongue-and-cheek tactics play perfectly into what fans of the character, comic books and superhero movies love. And they’re willing to have fun with them too.
Taking advantage of the Valentine’s Day release date, they pulled a bait and switch positioning the Marvel movie as a romance, click-flick à-la Nicholas Sparks.
— Deadpool Movie (@deadpoolmovie) January 11, 2016
This has been a huge hit with fans even spurring on a fan-made spoof-trailer of the romantic comedy.
3 – Everyone Loves Humour
Humour and dry wit makes Deadpool an appealing character. And the marketing has nailed it. Just take a look at the billboard that recently appeared in Los Angeles. This “ad” has gone viral for its simple, but hilarious message.
This idiotic/brilliant billboard is why I’m all in on the DEADPOOL movie. I’m an easy lay. pic.twitter.com/jSRorPvaCp
— Patton Oswalt (@pattonoswalt) January 13, 2016
It’s the best use of an emoji in marketing I’ve ever seen. And what’s more, the fans love it.
4 – Be Unique and Authentic
The Deadpool team also took the long-awaited costume reveal (popular marketing tactic for superhero movies) and turned it on its head. Instead of Deadpool striking a cool pose and looking imposing (like Superman or Daredevil), he spoofed the well-known image of Burt Reynolds lying on a bear skin rug.
— Ryan Reynolds (@VancityReynolds) March 27, 2015
It stayed true to the character and hilariously poked fun at the traditional superhero pose winning fans over from the start.
If the movie is even half as good as the marketing campaign, there will be a lot of happy fans come Valentine’s Day.