{"id":10674,"date":"2016-04-26T07:59:00","date_gmt":"2016-04-26T12:59:00","guid":{"rendered":"https:\/\/www.hostgator.com\/blog\/?p=10674"},"modified":"2016-05-23T10:19:07","modified_gmt":"2016-05-23T15:19:07","slug":"deadpool-marketing-campaign","status":"publish","type":"post","link":"https:\/\/www.hostgator.com\/blog\/deadpool-marketing-campaign\/","title":{"rendered":"Why The DeadPool Marketing Campaign Did So Well"},"content":{"rendered":"<figure id=\"attachment_10676\" aria-describedby=\"caption-attachment-10676\" style=\"width: 840px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-10676\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/04\/deadpool-1024x722.jpg\" alt=\"Why The DeadPool Marketing Campaign Did So Well\" width=\"840\" height=\"592\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/04\/deadpool-1024x722.jpg 1024w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/04\/deadpool-300x212.jpg 300w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/04\/deadpool-768x541.jpg 768w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/04\/deadpool.jpg 1702w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/><figcaption id=\"caption-attachment-10676\" class=\"wp-caption-text\">Image Credit: <a href=\"http:\/\/www.hypable.com\/deadpool-first-image\/\" target=\"_blank\">Hypable.com<\/a><\/figcaption><\/figure>\n<p class=\"p1\">In its opening weekend (Friday February 12th-Sunday February 14th) <i>Deadpool <\/i>set a number of box office records, including:<\/p>\n<ul>\n<li class=\"li4\"><span class=\"s1\"><b>Biggest R-rated opening:\u00a0<\/b>With $132.7 million (Fri-Sun)<\/span><\/li>\n<li class=\"li4\"><span class=\"s1\"><b>Biggest Fri-Mon opening:<\/b>\u00a0With $156 million<\/span><\/li>\n<li class=\"li4\"><span class=\"s1\"><b>Biggest R-rated comic book superhero opening ever:\u00a0<\/b>$185 million worldwide<\/span><\/li>\n<li class=\"li4\"><span class=\"s1\">+ Over a dozen very niche records, but you get the idea.<\/span><\/li>\n<\/ul>\n<p class=\"p4\"><span class=\"s1\"><em>Deadpool<\/em> was able to do what nobody really thought would be possible: Set box office records with a superhero movie that most kids would not be able to get into (Or shouldn&#8217;t for that matter). When it comes to marketing a movie, the ratings system plays a major role in how many tickets will be sold. If a movie is PG or PG-13, much more families are able to attend, selling nearly twice the amount of tickets.<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">Marvel&#8217;s <i>The Avengers<\/i>, for example, was rated PG-13 and has the 2<\/span><span class=\"s3\"><sup>nd<\/sup><\/span><span class=\"s1\"> highest opening weekend of all time with $207,438,708 million solely in the U.S. and Canada. That figure cannot be attributed to the rating alone; however, the marketing team for <i>The Avenger&#8217;s<\/i> didn&#8217;t have to work nearly as hard to sell a blockbuster, families were comfortable bringing kids of all ages to see.<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">That&#8217;s why we&#8217;ve chosen to look at Deadpool from the marketing perspective. Not only were they able to make the hard sell, they did so in ways most of us would have never thought to do.<\/span><\/p>\n<h2 class=\"p6\"><span class=\"s1\">Putting Twists On Old Marketing Tricks<\/span><\/h2>\n<p class=\"p4\"><span class=\"s1\">To preface this section, I have to provide everyone some background into the creation of this film. Deadpool was arguably one of the most raunchy, adult-humored comic books to ever come from Marvel. Part of the reason it took ten years to begin filming was that the creators and producers could not come to an agreement about funding an inevitably R-rated comic book film. The money-people were worried that an R-rated superhero movie would flop, while the creators refused to compromise the real character (Welcome to Hollywood).<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">[Fast-forward to the film&#8217;s completion&#8230; May 2015]<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">Deadpool&#8217;s marketing team wasted no time advertising the film with the first image surfacing in March 2015 with Ryan Reynolds lying sensually on a bearskin rug. Not only did it set the precedent that Deadpool would remain true to its raunchy comic book personality, it also brilliantly ripped off Burt Reynold&#8217;s nude spread in <em>Cosmopolitan<\/em> from 1972 (A bold statement of its own at the time).<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">From that moment on, the marketing team took advantage of all sorts of old-school mediums, especially billboards. One of the most memorable was a combination of a skull, the &#8216;poo emoji&#8217; and the letter L, creatively symbolizing Deadpool in a way that&#8217;s slightly childish, but entirely memorable.<\/span><\/p>\n<figure id=\"attachment_10677\" aria-describedby=\"caption-attachment-10677\" style=\"width: 652px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-10677\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/04\/deadpool-billboard-hed-2016.jpg\" alt=\"Deadpool Emoji Billboard\" width=\"652\" height=\"416\" srcset=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/04\/deadpool-billboard-hed-2016.jpg 652w, https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2016\/04\/deadpool-billboard-hed-2016-300x191.jpg 300w\" sizes=\"(max-width: 652px) 100vw, 652px\" \/><figcaption id=\"caption-attachment-10677\" class=\"wp-caption-text\">Image Credit: <a href=\"http:\/\/www.adweek.com\/adfreak\/emoji-billboard-deadpool-so-stupid-its-genius-168991\" target=\"_blank\">Adweek<\/a><\/figcaption><\/figure>\n<p class=\"p4\"><span class=\"s1\">This trend would continue throughout most of the marketing material for the movie.<\/span><\/p>\n<h2 class=\"p6\"><span class=\"s1\">Using The Disadvantage, As An Advantage<\/span><\/h2>\n<p class=\"p4\"><span class=\"s1\">Rather than trying to fool audiences into thinking Deadpool would be an R-rated movie you could bring your kids to, it owned up to the fact this was an adult film, and used satire to demonstrate the years of arguments that went into keeping it an R-rated film. Check out the video below that was released on April Fool&#8217;s Day:<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/tUEkqZxLyrg\" width=\"853\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p class=\"p4\"><span class=\"s1\">In addition, the marketing team also released a series of other videos that had nothing to do with the plot of the movie. Ryan Reynolds even made an appearance on Conan O&#8217;Brien to promote the film in a nontraditional way. <\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/1Nvg0LwWeTU\" width=\"853\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><br \/>\n<iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/-3akK3XvMHQ\" width=\"853\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p class=\"p4\"><span class=\"s1\">Unlike most Hollywood movies, Deadpool managed to release unique promotional material across all sorts of platforms, including Tinder and Snapchat.<\/span><\/p>\n<h2 class=\"p6\"><span class=\"s1\">Social Media and Ryan Reynolds<\/span><\/h2>\n<p class=\"p4\"><span class=\"s1\">Social media is key for any marketing campaign, but how many companies have gone as far as creating a custom set of Emojis to promote their product? At least one&#8230;<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">Although the emojis and social media posts were effective, the greatest asset the Deadpool marketing team had to work with was Ryan Reynolds himself. Why? Because no one was more excited than Reynolds about Deadpool becoming a feature length film, allowing for fans to be entertained by his social media posts for an entire year leading up to the movie.\u00a0<\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">That isn&#8217;t pavement he&#8217;s walking on. It&#8217;s sunshine. Thanks to the <a href=\"https:\/\/twitter.com\/hashtag\/deadpool?src=hash\">#deadpool<\/a> fans who carried us the whole way. #\u00f0\u0178\u2019\u20ac\u00f0\u0178\u2019\u00a9L <a href=\"https:\/\/t.co\/CQJhQL4tK8\">pic.twitter.com\/CQJhQL4tK8<\/a><\/p>\n<p>- Ryan Reynolds (@VancityReynolds) <a href=\"https:\/\/twitter.com\/VancityReynolds\/status\/698934797884850176\">February 14, 2016<\/a><\/p><\/blockquote>\n<p><script src=\"\/\/platform.twitter.com\/widgets.js\" async=\"\" charset=\"utf-8\"><\/script><\/p>\n<h2 class=\"p6\"><span class=\"s1\">The Takeaway<\/span><\/h2>\n<p class=\"p4\"><span class=\"s1\">More than anything the Deadpool marketing campaign managed to create a relationship with the people who ended up going to see it. They were honest, creative, and completely relentless. And rather than sticking to traditional advertising, they decided to put their campaign anywhere someone might be looking, even Tinder.<\/span><\/p>\n<p class=\"p4\"><span class=\"s1\">If there&#8217;s anything your company can mimic here it&#8217;s the tenacity, the creativity, and above all be honest with what you&#8217;re trying to sell. People will support you if they can see into what you&#8217;re providing.<\/span><\/p>\n<p>The time to get creative is now. Take a look at your website and consider how you can update your marketing. If you\u2019re looking for a new hosting provider, you can <a href=\"http:\/\/www.hostgator.com\/\">click here to sign up<\/a> for a great deal. For new accounts, we\u2019ll even transfer you for free! After you\u2019ve created an account, you just need to fill out the form <a href=\"http:\/\/transfer.hostgator.com\/\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In its opening weekend (Friday February 12th-Sunday February 14th) Deadpool set a number of box office records, including: Biggest R-rated&#8230;<\/p>\n","protected":false},"author":137,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"class_list":["post-10674","post","type-post","status-publish","format-standard","hentry","category-tips-and-tricks"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.2 (Yoast SEO v23.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why The DeadPool Marketing Campaign Did So Well - HostGator<\/title>\n<meta name=\"description\" content=\"Deadpool was able to do the impossible: Set box office records with a R-rated superhero movie. 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