20th Century Fox Deadpool 2
Deadpool 2 Social Campaign
The Problem
Fox wasn’t about to drop Marvel money on a big game trailer for Deadpool 2, but they still wanted to get fans foaming at the mouth in anticipation of the wise guy’s return.
The Truth
You don’t need a $5M ad slot to own the conversation—you need a voice people connect with. Deadpool already had it, twice over: in the Merc with the Mouth and in the surprise charm of Peter, the newest X-Force recruit and the most aggressively average superhero to ever exist.
How We Built Belief
We went full Deadpool—irreverent, scrappy, and allergic to playing nice. Instead of coughing up millions for a 30-second spot, we had the titular character live-tweet the Big Game with football burns sharper than those Katanas. Then we unleashed Peter on Twitter and LinkedIn, complete with a totally unnecessary (and totally perfect) backstory. His everyman appeal snowballed into full-blown fandom, and just like that, the most ordinary guy in the room stole the show.
Deadpool 20th Century Fox from EP+Co on Vimeo
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Deadpool Live Tweets the Super Bowl
With a bandolier packed tightly with hard-hitting ammunition (in the form of hilarious football-themed jokes) we made sure the Merc with a Mouth was heard—no ad spot necessary.
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Heads or Tails. When a coin looks this good, we're all winners. #CouldBounceAQuarterOffIt#DPtheSB#SB52
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Some people use deflated balls. Some people look like them. #DPtheSB#SB52
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Will the Real Star Please Stand Up?
Deadpool 1 was all about Deadpool. It was his origin story. But Deadpool 2 brought a cast of amazing characters to the big screen for the first time and we wanted to focus on them. Well, one of them. Namely, Peter.
Deadpool Peter W from EP+Co on Vimeo
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First day of training! Glad I brought my #Nikon! These are four of the hardest working people I know! #MakingMemories#XForce
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