August 12, 2024 • 9 mins
- Deadpool's unconventional marketing led to over $1 billion in box office sales
- Strategies included newsjacking (Good Housekeeping cover), unexpected collaborations (Celine Dion), and social media engagement
- Marketing stayed true to Deadpool's irreverent character, maintaining brand authenticity
- Aimed to reach "fragmented Gen-Z audiences" through unorthodox stunts
- Key lessons for marketers:
- Know your brand's unique "character"
- Don't be afraid to stand out
- Collaborate creatively
- Use humor when appropriate
- Embrace social media
- Think beyond traditional advertising
- Consistency and authenticity are crucial in all marketing efforts
- Goal is to get the right kind of attention that reinforces brand identity and appeals to target audience
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Alright, here's the scoop guys.
(00:01):
Growing up, I used to be a hardcore DC Comics fan.
Even now, I'm a hardcore DC Comics fan.
Sometimes the thought of these some kind of Marvel movies actually cringes me out.
But Deadpool?
Deadpool is an exception.
In fact, Deadpool movie series is the only Marvel Comics series I've always anticipated to watch.
(00:23):
And the reason for that is the incredible marketing by the Deadpool team, especially Ryan Reynolds himself.
I mean, they were doing some crazy marketing stunts.
Stunts that will make you laugh, make you think.
For example, picture this.
You're flipping through your mom's Good Housekeeping magazine.
And suddenly, there's Deadpool on the cover, wearing an apron and brandishing a turkey.
(00:47):
Now you might be thinking, am I hallucinating?
No, you're not hallucinating.
This is just another day in the wild world of Deadpool's marketing.
So in this episode of the Big Brand Theory, we are diving into how Deadpool,
the foul-mouthed superhero, became a billion dollar franchise
through some of the unorthodox marketing stunts we've ever seen.
(01:09):
Buckle up, because we're about to learn how breaking all the rules can sometimes be the best strategy of all.
All right, let's rewind a bit.
For those of you who've been living under a rock, Deadpool is Marvel's R-rated anti-hero,
(01:30):
known for breaking the fourth wall and his irreverent humor.
When the first movie was announced, it was actually a risky bet, an R-rated superhero movie.
That's not exactly a recipe for a box office success, right?
But the answer is wrong.
The first Deadpool movie released in 2016 made $783 million worldwide on a budget of just $58 million.
(01:57):
That's a retinal investment that would make any studio executives' eyes pop out of their head
like a cartoon character.
But here's the real kicker.
A big part of that success wasn't just the movie itself.
It was the marketing.
From the get-go, the Deadpool team knew they had to do something very different.
(02:19):
They couldn't rely on the usual superhero marketing playbook of action figures and happy meal toys.
They needed to capture Deadpool's irreverent spirit and stand out in a crowded marketplace.
Yes guys, when I say crowded marketplace, the superhero marketplaces crowd both sides.
From Marvel to DC, they have tons of superheroes and there are tons of superhero movies coming out.
(02:42):
So it is a crowded marketplace and you ought to be strategic in how you market these superheroes to make the buck.
And did Deadpool actually stand out?
Yes, they did.
By the time Deadpool 2 rolled out, they had perfected their approach.
The result? A cool $785 million worldwide, pushing the franchise over the billion dollar mark.
(03:05):
So how did they do it?
How did they break through this crowded superhero marketplace where both of these giants,
Marvel and DC, are cranking our movies?
Well, that's exactly what we are going to see in this episode.
And let's break it down.
OK, so let's start with the good housekeeping cover I mentioned earlier.
This wasn't just a random stunt.
It was a perfect example of what marketers call news jacking,
(03:31):
which is basically aligning yourself with popular news or events to ride the wave of public attention.
By hijacking a Thanksgiving issue of good housekeeping,
Deadpool not only got people talking about the movie,
but also reached an audience that might not typically be exposed to superhero movie marketing.
(03:52):
It was unexpected, it was funny, and it was 100% on brand for Deadpool
because Deadpool is this witty anti-hero.
But that was just the tip of the iceberg.
Remember when Deadpool teamed up with Celine Dion for a music video?
Or when Ryan Reynolds, in full Deadpool costume,
appeared on a South Korean singing show dressed as a unicorn?
(04:13):
These weren't just random acts of weirdness.
They were carefully crafted strategies to reach different audiences in ways that felt authentic to the Deadpool brand.
As Disney's marketing chief puts it,
these unorthodox stunts were designed to reach fragmented Gen Z audience.
And it is a clever strategy as you could see because it clearly, clearly paid out.
(04:37):
And let's not forget about social media.
Ryan Reynolds, the lead actor behind Deadpool,
used his personal Twitter account to keep the Deadpool hype train rolling year round.
He would tweet in character, interact with fans, and even engage in fake feuds with other celebrities.
One of my favorite examples,
when Deadpool photobombed the Blu-ray covers of other Fox movies at Walmart.
(05:03):
It was a brilliant collaboration that not only got people talking,
but also drove them to physical stores, which is a rare feat in the age of streaming.
If you know what I mean.
But here's what really sets Deadpool's marketing apart.
It's not just about being funny or outrageous.
It's about staying true to the character and the brand.
(05:23):
Every stunt, every tweet, every collaboration felt authentically, guess what, Deadpool.
And that authenticity resonated with audiences.
And that is what matters in Gen Z marketing.
Gen Z craves authenticity.
And it is responsibility.
And it is the responsibility of us, the marketers,
to give that authenticity to the Gen Z.
(05:45):
Now, I know what you're thinking.
You could be like, Ron, this is great and all,
but I'm not marketing a superhero movie.
How does this apply to my brand?
That's a great question.
While we can't all dress up in rits, spandex, and crash in a K-pop video,
there are some key lessons we can take from Deadpool's success.
First, always know your brand.
Deadpool's marketing worked because it was 100% true to the character.
(06:09):
Think about what's your brand's character.
What tone and personality do you want to project?
Number two, don't be afraid to stand out.
In a world of, let's say, cookie cutter marketing,
Deadpool dared to be different.
How can your brand zig when others zag?
This is a question you should think about.
(06:31):
Number three, collaborate creatively.
Good housekeeping to sell in the end?
Deadpool found unexpected collaborators.
Who could you partner with to reach new audiences?
You should be in places where your audience least expect you to be,
so that can create sensation.
(06:53):
Number four, use humor.
Now, if you watch Deadpool, you know what I'm talking about here.
Deadpool's marketing was consistently funny,
like the movie itself, which made it shareable.
Could humor work for your brand?
Think about it.
Number five, embrace social media.
The Twitter game of Ryan Reynolds was a key part of keeping Deadpool in the public eye.
(07:17):
Think about how can we use social media to keep our brand top of the consumer's mind?
Number six, and finally, think beyond traditional advertising.
Deadpool's team used everything from fake Tinder profiles to custom emoji
to market the brand, to market the movie, market the superhero.
Think about what unconventional channels could work for our brand.
(07:40):
Now, I'm not saying you should completely throw out your marketing playbook,
but maybe it's time to add a few new plays.
As the folks at Slice, a marketing agency, put it,
different is better than better.
Especially, this clearly works with this current generation, which is agency,
because they like to be different.
They want to see different things.
(08:00):
Always remember, the goal isn't just to get attention.
It's to get the right kind of attention.
Deadpool's stunt work because they reinforce the brand's identity
and appeal to its target audience.
Your stunts and my stunts should do the same.
(08:21):
Now, I want you to take a step back and think about your own brand.
What's your equivalent of Deadpool's unicorn costume?
What unexpected, authentic attention grabbing move could you make in your market?
Don't forget to share your ideas on these questions with me on Twitter
using the hashtag big brand theory.
And hey, if you try out any wild marketing stunts, I want to hear all about them.
(08:45):
So please don't forget to connect with me on Twitter as well.
Remember, in a world of information overload, sometimes you need to shout to be heard,
but make sure you're shouting something worth listening to.
All right, that's all for this episode of the Big Brand Theory.
I'm Ronit Sremmurah, reminding you that in the world of marketing,
sometimes a craziest idea is the best idea.
(09:07):
Until next time, keep breaking those fourth walls and building those remarkable brands.
See you in the next.
Alright, here's the scoop guys.
(00:01):
Growing up, I used to be a hardcore DC Comics fan.
Even now, I'm a hardcore DC Comics fan.
Sometimes the thought of these some kind of Marvel movies actually cringes me out.
But Deadpool?
Deadpool is an exception.
In fact, Deadpool movie series is the only Marvel Comics series I've always anticipated to watch.
(00:23):
And the reason for that is the incredible marketing by the Deadpool team, especially Ryan Reynolds himself.
I mean, they were doing some crazy marketing stunts.
Stunts that will make you laugh, make you think.
For example, picture this.
You're flipping through your mom's Good Housekeeping magazine.
And suddenly, there's Deadpool on the cover, wearing an apron and brandishing a turkey.
(00:47):
Now you might be thinking, am I hallucinating?
No, you're not hallucinating.
This is just another day in the wild world of Deadpool's marketing.
So in this episode of the Big Brand Theory, we are diving into how Deadpool,
the foul-mouthed superhero, became a billion dollar franchise
through some of the unorthodox marketing stunts we've ever seen.
(01:09):
Buckle up, because we're about to learn how breaking all the rules can sometimes be the best strategy of all.
All right, let's rewind a bit.
For those of you who've been living under a rock, Deadpool is Marvel's R-rated anti-hero,
(01:30):
known for breaking the fourth wall and his irreverent humor.
When the first movie was announced, it was actually a risky bet, an R-rated superhero movie.
That's not exactly a recipe for a box office success, right?
But the answer is wrong.
The first Deadpool movie released in 2016 made $783 million worldwide on a budget of just $58 million.
(01:57):
That's a retinal investment that would make any studio executives' eyes pop out of their head
like a cartoon character.
But here's the real kicker.
A big part of that success wasn't just the movie itself.
It was the marketing.
From the get-go, the Deadpool team knew they had to do something very different.
(02:19):
They couldn't rely on the usual superhero marketing playbook of action figures and happy meal toys.
They needed to capture Deadpool's irreverent spirit and stand out in a crowded marketplace.
Yes guys, when I say crowded marketplace, the superhero marketplaces crowd both sides.
From Marvel to DC, they have tons of superheroes and there are tons of superhero movies coming out.
(02:42):
So it is a crowded marketplace and you ought to be strategic in how you market these superheroes to make the buck.
And did Deadpool actually stand out?
Yes, they did.
By the time Deadpool 2 rolled out, they had perfected their approach.
The result? A cool $785 million worldwide, pushing the franchise over the billion dollar mark.
(03:05):
So how did they do it?
How did they break through this crowded superhero marketplace where both of these giants,
Marvel and DC, are cranking our movies?
Well, that's exactly what we are going to see in this episode.
And let's break it down.
OK, so let's start with the good housekeeping cover I mentioned earlier.
This wasn't just a random stunt.
It was a perfect example of what marketers call news jacking,
(03:31):
which is basically aligning yourself with popular news or events to ride the wave of public attention.
By hijacking a Thanksgiving issue of good housekeeping,
Deadpool not only got people talking about the movie,
but also reached an audience that might not typically be exposed to superhero movie marketing.
(03:52):
It was unexpected, it was funny, and it was 100% on brand for Deadpool
because Deadpool is this witty anti-hero.
But that was just the tip of the iceberg.
Remember when Deadpool teamed up with Celine Dion for a music video?
Or when Ryan Reynolds, in full Deadpool costume,
appeared on a South Korean singing show dressed as a unicorn?
(04:13):
These weren't just random acts of weirdness.
They were carefully crafted strategies to reach different audiences in ways that felt authentic to the Deadpool brand.
As Disney's marketing chief puts it,
these unorthodox stunts were designed to reach fragmented Gen Z audience.
And it is a clever strategy as you could see because it clearly, clearly paid out.
(04:37):
And let's not forget about social media.
Ryan Reynolds, the lead actor behind Deadpool,
used his personal Twitter account to keep the Deadpool hype train rolling year round.
He would tweet in character, interact with fans, and even engage in fake feuds with other celebrities.
One of my favorite examples,
when Deadpool photobombed the Blu-ray covers of other Fox movies at Walmart.
(05:03):
It was a brilliant collaboration that not only got people talking,
but also drove them to physical stores, which is a rare feat in the age of streaming.
If you know what I mean.
But here's what really sets Deadpool's marketing apart.
It's not just about being funny or outrageous.
It's about staying true to the character and the brand.
(05:23):
Every stunt, every tweet, every collaboration felt authentically, guess what, Deadpool.
And that authenticity resonated with audiences.
And that is what matters in Gen Z marketing.
Gen Z craves authenticity.
And it is responsibility.
And it is the responsibility of us, the marketers,
to give that authenticity to the Gen Z.
(05:45):
Now, I know what you're thinking.
You could be like, Ron, this is great and all,
but I'm not marketing a superhero movie.
How does this apply to my brand?
That's a great question.
While we can't all dress up in rits, spandex, and crash in a K-pop video,
there are some key lessons we can take from Deadpool's success.
First, always know your brand.
Deadpool's marketing worked because it was 100% true to the character.
(06:09):
Think about what's your brand's character.
What tone and personality do you want to project?
Number two, don't be afraid to stand out.
In a world of, let's say, cookie cutter marketing,
Deadpool dared to be different.
How can your brand zig when others zag?
This is a question you should think about.
(06:31):
Number three, collaborate creatively.
Good housekeeping to sell in the end?
Deadpool found unexpected collaborators.
Who could you partner with to reach new audiences?
You should be in places where your audience least expect you to be,
so that can create sensation.
(06:53):
Number four, use humor.
Now, if you watch Deadpool, you know what I'm talking about here.
Deadpool's marketing was consistently funny,
like the movie itself, which made it shareable.
Could humor work for your brand?
Think about it.
Number five, embrace social media.
The Twitter game of Ryan Reynolds was a key part of keeping Deadpool in the public eye.
(07:17):
Think about how can we use social media to keep our brand top of the consumer's mind?
Number six, and finally, think beyond traditional advertising.
Deadpool's team used everything from fake Tinder profiles to custom emoji
to market the brand, to market the movie, market the superhero.
Think about what unconventional channels could work for our brand.
(07:40):
Now, I'm not saying you should completely throw out your marketing playbook,
but maybe it's time to add a few new plays.
As the folks at Slice, a marketing agency, put it,
different is better than better.
Especially, this clearly works with this current generation, which is agency,
because they like to be different.
They want to see different things.
(08:00):
Always remember, the goal isn't just to get attention.
It's to get the right kind of attention.
Deadpool's stunt work because they reinforce the brand's identity
and appeal to its target audience.
Your stunts and my stunts should do the same.
(08:21):
Now, I want you to take a step back and think about your own brand.
What's your equivalent of Deadpool's unicorn costume?
What unexpected, authentic attention grabbing move could you make in your market?
Don't forget to share your ideas on these questions with me on Twitter
using the hashtag big brand theory.
And hey, if you try out any wild marketing stunts, I want to hear all about them.
(08:45):
So please don't forget to connect with me on Twitter as well.
Remember, in a world of information overload, sometimes you need to shout to be heard,
but make sure you're shouting something worth listening to.
All right, that's all for this episode of the Big Brand Theory.
I'm Ronit Sremmurah, reminding you that in the world of marketing,
sometimes a craziest idea is the best idea.
(09:07):
Until next time, keep breaking those fourth walls and building those remarkable brands.
See you in the next.
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