By being more creative with your market, you stand out from the crowd AND you get more bang for your buck: more people pay for your product or service for an equal or cheaper cost.
That’s exactly what Ryan Reynold’s new movie Deadpool accomplishes.
It achieved the biggest opening weekend in for an R-rated film in history, with $260 million worldwide.
Its marketing campaign is incredible.
Many people are overly focused on numbers: “How do you increase the number of people reached? I have a flat conversion percentage into sales.”
Instead, this marketing campaign has decided to go a different route:
By truly utilizing the eccentric personality of the character in the film to make a DEEP impact on every fan who views any piece of the marketing campaign.
It’s more focused about depth by really being creative and capitalizing on the humor that this character brings.
Thanks to the viral nature of social media, people who are the farthest thing from action hero fans, let alone Deadpool fans, are talking about it.
I saw a middle aged man who was the farthest thing from a superhero fan share this in a motivation group for 40 to 50 year old’s.
Look at what they posted as their office Facebook page cover:
To the average individual, it just seems like another Romantic Film ad.
To any Deadpool fan, they know it’s satire.
It’s intentionally against the character and nature of how Deadpool is as a personality, which is why the ad is made to make fun of that with a romantic comedy spin.
It’s a clear example of going deep with a unique spin for its fans.
What’s interesting about this stuff is that nowadays, there’s no excuses.
Anyone can duplicate a similar Romantic comedy design for FREE with resources online like Canva and Picmonkey.com.
I have very basic skills and this is what took me about 2 to 3 minutes to make:
It’s not an issue of budget to make a beautifully graphically designed image, especially if they have at least some level of Photoshop skills.
For over a year leading up to the film, there’s been unique promotional videos being released on Youtube. It seems like the traffic has been mainly organic. The budget was in creating the film. Then, they let the internet do its own thing of sharing it.
Here’s a few of them:
This first one went viral and it got on Yahoo’s home page:
I think attention to detail is something that is overlooked by most on social media.
Here’s one of the small things: On the official Deadpool Twitter, it only follows one account: Hello Kitty.
The entire film Deadpool was made possible because of an incredible amount of fans begging it to be created.
The marketing team could have been lazy but they went the extra mile to really cater to its fans by using the character’s personality.
Deadpool’s marketing team has gone above and beyond showing that they understand modern social media and pop culture. They have even subtly advertised on the well known dating hook-up app Tinder as a match. The profile is set to show up like every other one on there.
I still think he could have done more. There’s only been a few I’ve seen.
I’m interested and almost sure that at some point in the future, tons of in-character appearances in top influencer’s content, such as Snapchat, Instagram, Vine, and Youtube, will be a much more common thing. It already is but it can be SO much more. It rarely happens on Snapchat as it’s still new.
Honestly, I think this isn’t even that bad. There’s even crazier things that could be done. Perhaps, a Instagram and social media influencer surprise appearance.
That’s actually what Ben Stiller did to promote the film Zoolander 2.
This one was to Jeromme Jarre’s 8.5 million Vine followers:
He did a few appearances in character on huge influencer’s platforms, including the model Cara De Lavigne, who has 26.5 million subscribers and growing.
As you can see, these campaigns work because they are creative, in-sync with the film character’s personality, and pleases fans in a way that only those in the niche would understand.
More importantly, they do it differently from everyone else.
Right now, there’s different levels of internet and social media marketing:
- Many businesses are confused about social media and don’t even use it. Some do but suck at it
- Others are testing the waters or doing well with more standard practices. For example, they will pay an Instagram model to use a protein shake in a photo.
- Others, like Deadpool and Zoolander, are trying out new ways: reacing out to influencers and doing in-character guest appearances.
Right now, social media marketing, sponsorships, and ads are still fairly cheap. It’s a new, weird playing field because anyone can jump on board. EVERYONE can start a social media following (though that doesn’t make it easy to grow one). Because of that, we get new problems that never occurred before, such as amateur influencers who are still pretty young acting unprofessionally and/or selling sponsorship deals for bargain prices.
The message is NOT to get starry-eyed with social media.
I’ve seen a TON of middle-aged and elderly business owners and marketers who are jumping on every new social media platform that comes their way and getting minimal results from all of them because they are stretched too thin.
Quite frankly, as a millenial, I was very surprised to find the social media marketing niche online filled with mostly older people who had stretched themselves way too thin with platforms that most millenials had not even adopted or aware of yet: Peach, Periscope, Meerkat, and so on.
Don’t do that.
Instead, just use this as inspiration to look to see how you can be more creative with your own marketing and to understand that social media as a whole should not be avoided. It’s an incredible new and fast way to communicate immediately to a large amount of people directly, which is a double-edged sword.
Deadpool’s marketing team at FOX did an incredible job. Keep up the great work!
What did you learn from this article? What are you struggling with? Let me know in the comments
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