## 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 Playing in picture-in-picture Play Settings Speed Picture-in-Picture Fullscreen Show controls QualityAuto 2x 1.5x 1.25x 1x 0.75x 0.5x ### 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. Twitter Embed [Visit this post on X](https://x.com/deadpoolmovie/status/960293333557022720?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E960293333557022720%7Ctwgr%5Ecdcf97e35d64564f3236fe7306214c2dd5dd8c50%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.epandco.com%2Fwork%2F20th-century-fox-deadpool-2) [Deadpool Movie](https://twitter.com/deadpoolmovie) [@deadpoolmovie](https://twitter.com/deadpoolmovie) · [Follow](https://x.com/intent/follow?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E960293333557022720%7Ctwgr%5Ecdcf97e35d64564f3236fe7306214c2dd5dd8c50%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.epandco.com%2Fwork%2F20th-century-fox-deadpool-2&screen_name=deadpoolmovie) [View on X](https://x.com/deadpoolmovie/status/960293333557022720?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E960293333557022720%7Ctwgr%5Ecdcf97e35d64564f3236fe7306214c2dd5dd8c50%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.epandco.com%2Fwork%2F20th-century-fox-deadpool-2) Heads or Tails. When a coin looks this good, we're all winners. [#CouldBounceAQuarterOffIt](https://x.com/hashtag/CouldBounceAQuarterOffIt?src=hashtag_click)[#DPtheSB](https://x.com/hashtag/DPtheSB?src=hashtag_click)[#SB52](https://x.com/hashtag/SB52?src=hashtag_click) [11:25 PM · Feb 4, 2018](https://x.com/deadpoolmovie/status/960293333557022720?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E960293333557022720%7Ctwgr%5Ecdcf97e35d64564f3236fe7306214c2dd5dd8c50%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.epandco.com%2Fwork%2F20th-century-fox-deadpool-2) Twitter Embed [Visit this post on X](https://x.com/deadpoolmovie/status/960327880298450944?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E960327880298450944%7Ctwgr%5Ecdcf97e35d64564f3236fe7306214c2dd5dd8c50%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.epandco.com%2Fwork%2F20th-century-fox-deadpool-2) [Deadpool Movie](https://twitter.com/deadpoolmovie) [@deadpoolmovie](https://twitter.com/deadpoolmovie) · [Follow](https://x.com/intent/follow?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E960327880298450944%7Ctwgr%5Ecdcf97e35d64564f3236fe7306214c2dd5dd8c50%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.epandco.com%2Fwork%2F20th-century-fox-deadpool-2&screen_name=deadpoolmovie) [View on X](https://x.com/deadpoolmovie/status/960327880298450944?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E960327880298450944%7Ctwgr%5Ecdcf97e35d64564f3236fe7306214c2dd5dd8c50%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.epandco.com%2Fwork%2F20th-century-fox-deadpool-2) Some people use deflated balls. Some people look like them. [#DPtheSB](https://x.com/hashtag/DPtheSB?src=hashtag_click)[#SB52](https://x.com/hashtag/SB52?src=hashtag_click) [1:43 AM · Feb 5, 2018](https://x.com/deadpoolmovie/status/960341524537102336?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E960341524537102336%7Ctwgr%5Ecdcf97e35d64564f3236fe7306214c2dd5dd8c50%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.epandco.com%2Fwork%2F20th-century-fox-deadpool-2) Twitter Embed [Visit this post on X](https://x.com/deadpoolmovie/status/960341524537102336?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E960341524537102336%7Ctwgr%5Ecdcf97e35d64564f3236fe7306214c2dd5dd8c50%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.epandco.com%2Fwork%2F20th-century-fox-deadpool-2) ### 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 Playing in picture-in-picture Play Settings Speed Picture-in-Picture Fullscreen Show controls QualityAuto 2x 1.5x 1.25x 1x 0.75x 0.5x Twitter Embed [Visit this post on X](https://x.com/PeterW_1974/status/989903886805708801?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E989903886805708801%7Ctwgr%5Ecdcf97e35d64564f3236fe7306214c2dd5dd8c50%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.epandco.com%2Fwork%2F20th-century-fox-deadpool-2) [Peter W.](https://twitter.com/PeterW_1974) [@PeterW ](https://twitter.com/PeterW_1974) · [Follow](https://x.com/intent/follow?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E989903886805708801%7Ctwgr%5Ecdcf97e35d64564f3236fe7306214c2dd5dd8c50%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.epandco.com%2Fwork%2F20th-century-fox-deadpool-2&screen_name=PeterW_1974) First day of training! Glad I brought my [#Nikon](https://x.com/hashtag/Nikon?src=hashtag_click)! These are four of the hardest working people I know! 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