Deadpool and the Power of a Strong Social Media Campaign
While many eyes in the entertainment world will be on the Academy Awards this weekend, smash-hit Deadpool will claim the box office crown for a third consecutive week, moving towards the $300 million mark in just the United States.
Dead pool claimed the biggest R-rated opening ever two weeks ago, with a $135 million dollar opening weekend, huge numbers for an inexpensive ($60 million) budget in comparison to other Marvel franchises. The key, or at least a major one, has been a standout social media campaign that has gone viral on many platforms.
Of course, the actual product has to be a good or no social media campaign, no matter how strong, can save it. But Deadpool garnered rave reviews, including an impressive 83% at Rotten Tomatoes, viewing itself as almost the anti-superhero superhero movie.
But those associated with the movie and the social media agencies working alongside the Deadpool release made the most out of creating the buzz necessary to create a sneaky blockbuster hit.
For a relatively unknown character in the superhero world, as well as an R-rating, the chatter was impressive, with the movie only trailing “Avengers: Age of Ultron” for a Marvel adaptation according to comScore’s PreAct.
Their social media campaigns have gone viral on nearly every front, even dating back to an April Fool’s clip that generated two million views last year. Its “12 Days of Deadpool” campaign and its social awareness to poke fun at other movies and events generated plenty of interest. Two week before its release, it was drumming up 20,000 tweets from fans, according to BoxOffice.com, a number that spiked to an incredible 90,000 tweets on just the day of release.
That created massive word of mouth and star Ryan Reynolds contributed heavily to the social media campaign, interacting at a high and genuine level that captured plenty of attention.
It built up impressive momentum before the film even opened, once again indicating the power of social media if used correctly.
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