If you haven’t seen any of the Deadpool marketing campaign on your screens yet, then you clearly haven’t been using much social media this year. From the character appearing on dating app Tinder to YouTube’s ’12 days of Deadpool’ and posting on social media sites Facebook & Instagram almost everyday, the guerrilla marketing tactic proved to be a huge success for the movie, nearly doubling expectations the studio had for opening weekend profits and as of 15th March reaching over 700 million dollars worldwide at the box office.
The Deadpool marketing team used social media unlike any other movie had and showed the business world how effective social media can be. Surprisingly the most effective parts of the campaign were completely inexpensive. Regional videos were made for a number of countries outside United States which aligned with the use of holiday marketing on events like Australia day, Christmas, Valentines day and the most successful 12 days of Deadpool event. All these videos were released on sites like YouTube and Facebook which was cost effective, but still received millions of hits. Actor Ryan Reynolds who stars as the character also transformed his Twitter into a tool for driving the movie to his all his followers. Not to mention all the publicity stunts on talk shows & his cult fan base. Deadpool went viral over all social media.
The lesson that can be learnt from the success of Deadpool is to utilise social media! According to sensis report on social media, the larger the size of the business, the more likely they are to have a strategic social media plan to push their product. Still with only 63% of large businesses following a strategic plan, there so much more that the big brands could be doing to connect with their audiences on social media!
With Deadpool proving that a successful marketing campaign can be carried out with costing the earth, what Deadpool really had over the all the competitors was originality and a sense of authenticity. The target market truly connected with the icon and became passionate about the product, sharing it on their own social medias and recommending it to friends. Big brands need to bring these key aspects into the game of social media if they want to compete in the ever changing market.