The Gift of Deadpool

This case study explores how Deadpool, a 2016 Fantasy/Sci-Fi film, differentiated itself from the many other comic book action movies in the US.

Campaign details

Brand/Sponsor: Deadpool

Title: The Gift of Deadpool

Campaign Cost: $100,000-$1 million

Campaign Scope: National

Advertising Agency: Viacom Velocity

Product Type: Entertainment

Campaign Start: 02/04/2016

Campaign Ends: 02/14/2016

Campaign Ran: USA

Campaign Description: new product launch

Campaign Summary

Deadpool was a new kind of superhero movie: snarky, irreverent, and self-aware. It required a new approach to differentiate it from the hordes of other comic book action movies out there. To endear the film's unconventional, foul-mouthed antihero to a wide swathe of audiences we created a far-reaching distribution strategy that...

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