Breaking through the fourth wall with Deadpool

Twentieth Century Fox Home Entertainment, a video distribution company, created a campaign for the Home Entertainment release of Deadpool 2 in the UK, which saw a 198% increase in organic title searches after viewing the YouTube sequence.

Executive Summary

Twentieth Century Fox Home Ent worked with Mindshare and Think Jam to create an ‘industry first’ campaign made for YouTube for the Home Entertainment release of Deadpool 2. The team were keen to break the ‘Fourth Wall’ to engage with audiences and utilise the personality of Deadpool himself.

Using a multi-step branching sequence to drive digital download, with Deadpool himself providing the skip and view messaging, viewers were thrilled and delighted with the bespoke content they were shown.

Each bespoke skippable pre-roll identified where the viewer was on their journey. They were initially served an action packed trailer...

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