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Library/Campaign/Deadpool (2016) marketing
Grade B24 sourcesHIS-01361

Deadpool (2016) marketing

Campaign · 2015 · Niche

36Editable slideCertificate

Fox’s in-character Deadpool campaign preceded a $132.4 million domestic opening.

Original · Ryan Reynolds / 20th Century Fox
Trailer · 20th Century Studios UK on YouTube
Clip · Tyrone Magnus on YouTube

Deadpool Movie

@deadpoolmovie · Jan 11, 2016

This Valentine’s Day, fall in love with #Deadpool. https://t.co/ScQWrpXXmx

6.3K144
Post · @deadpoolmovie on X

Patton Oswalt

@pattonoswalt · Jan 13, 2016

This idiotic/brilliant billboard is why I'm all in on the DEADPOOL movie. I'm an easy lay. https://t.co/jSRorPvaCp

14.1K190
Post · @pattonoswalt on X
Deadpool teaser poster: the mask
20th Century Studios
Deadpool's mock romance poster for Valentine's Day
@deadpoolmovie on X
Deadpool official trailer #1
20th Century Studios UK on YouTube
Director Tim Miller
The Hollywood Reporter
Deadpool reclining by a fireplace on a bearskin rug
Variety
The skull, poop and L emoji billboard on a street
@pattonoswalt on X
Deadpool poster making a heart with his hands
Box Office Mojo
Deadpool's emoji billboard: skull, poop, L, in theaters Feb 12
The Clios
Ryan Reynolds at the Deadpool panel, San Diego Comic-Con 2015
Gage Skidmore
Deadpool with Colossus and Negasonic Teenage Warhead
Deadline
Frame from the leaked 2012 Deadpool test footage
The Daily Dot
Deadpool by a Christmas tree in the 12 Days of Deadpool campaign
/Film

Spread Score

How it works
Reach37Contagion35Breadth50VelocityNo data yetLongevity1836

Numbers

Gift of Deadpool P2+ impressions, entrant claim
130.5M
As of May 30, 2017 · Self-reported · WARC / AME Awards entrant case study
Seed to milestone
11 months
Mar 27 ’15 to Feb 14 ’16
Platforms
6
Started on X
Leverage
13×
$782.6M on $58M budget

Mechanics

  • Mascot personaPrimary
  • Transgression
  • Platform jump
  • Press loop

How it spread

Trace the origin

Leaked test footage helped secure Fox’s greenlight. Reynolds launched the campaign with a costume parody, followed by trailers, rebus billboards, a romance poster and Tinder. Paid TV takeovers joined audience sharing before the record R-rated opening.

Documented milestone; not a measured attention peak.

Jul ’14SepDecApr ’15JulSepDecFeb ’16MarJunOctOpen webPressXYouTubeTVBox office
Open webPressXYouTubeTVBox office

13 more events on this chart

Join free to see them

Timeline (16)

  1. July 2014

    Online viewers precursor · Jul 2014

    Test footage featuring Reynolds as Deadpool circulated online before Fox had approved the film.[1][2]

    Frame from the leaked 2012 Deadpool test footage
    Open the first post ↗

  2. September 2014

    20th Century Fox precursor · Sep 18 ’14

    Fox announced a release date after the leaked footage drew fan support.[3][2]

  3. March 2015

    Ryan Reynolds / 20th Century Fox seed · Mar 27 ’15

    Reynolds posted the first official costume photo, posing on a bearskin rug in a Burt Reynolds parody.[4][5]

  1. press · Apr 1 ’15

  2. owner response · Jul 11 ’15

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 9 sourced numbers and 24 sources. Start with a free account.

Join freeGo Pro
Origin
Mixed
Sector
Entertainment
Region
US
Gift of Deadpool P2+ impressions, entrant claim
130.5M
As of May 30, 2017 · Self-reported · WARC / AME Awards entrant case study
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.