HOW DEADPOOL 2 BROKE THE SEQUEL CURSE

HOW DEADPOOL 2 BROKE THE SEQUEL CURSE

Marketing Campaign

A CAMPAIGN THAT TOOK A PAGE OUT OF DEADPOOL'S MERCENARY PLAYBOOK

Forget the fourth wall. Armed Mind's second campaign on the Deadpool franchise broke every wall, granting fans access to their favorite superhero in unexpected ways that challenged norms, standards, and...possibly a few HR regulations.

Yes, the first Deadpool was a massive success, but that only meant that all eyes were on the sequel. Our partners at Fox Home Entertainment faced a few new challenges:

  • 1) Recatalyze core fans into the campaign after the theatrical campaign — and two years’ worth of boundary-pushing superhero film competitors
  • 2) Balance tactical playbook with initiatives that both reward core fans while also driving buzz amongst mass fans
  • 3) Proactively manage brand fatigue through initiatives that push boundaries in innovative ways

Right off the bat, our team knew we couldn’t rely on our three years’ worth of (very) intimate Deadpool experience. The new campaign couldn’t just embrace innuendo — it had to rewrite the playbook on how Deadpool as a brand could use self-awareness, absurdity, and a whole lot of ass jokes to hijack pop culture and deliver top-notch content that generated earned press, dropped jaws, and beat sales expectations yet again.

Looking for our work on the first Deadpool? Click here to visit the case study.

Deadpool 2 Home Entertainment Global Marketing Campaign
Client
Fox Home Entertainment
Project
Deadpool 2 Home Entertainment Global Marketing Campaign
What We Did
  • Branding and Strategy
  • Campaign Ideation
  • Social and Digital Content
  • Original Videos and Cinemagraphs
  • UGC + Website Campaign
  • Direct Email Campaign

THE SEQUEL TO FOX'S MOST SUCCESSFUL DIGITAL HOME ENTERTAINMENT RELEASE EVER.

Deadpool’s “second coming” proved that while sequels may be hard, a little absurdity (and a few animatronic puppets) can beat out even the most absurd of expectations. Through some downright ridiculous creative, best-in-class content strategies, and more than a few long nights on Blind Al’s couch, Deadpool 2 one-upped its original to become one of the most successful titles in Fox Home Entertainment history.

Results
  • FAN ENGAGEMENT OF 1.5MM+ LIKES, VIEWS, RTS, SHARES, COMMENTS
  • TOP-PERFORMING VIDEO IN CAMPAIGN ~93MM IN ORGANIC REACH
  • 3MM+ IN EARNED PR AS THOUSANDS APPLY TO JOIN X-FORCE
  • 4.2MM VIDEO VIEWS AND COUNTING
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