Case studies

Revolutionized Film Marketing – Deadpool & Wolverine

By Aqsa Aamir on October 21, 2024

Share this article:

A still from the most recent Deadpool movie with Deadpool and Wolverine standing close to each other while staring in the same direction.

Deadpool and Wolverine have risen in popularity, boasting 78 percent rating on Rotten Tomatoes. Their R-rated content brings a fresh approach to film marketing and public relations to the next level. The brand campaigns and partnerships associated with these films enhance their value and enable them to connect to a broader, younger audience. These marketing efforts are a strong example of impactful strategy in action. There’s much to learn from this as it is one of the best examples of public relations and marketing success The Blair Witch Project.

YouTube video

The challenges with these collaborations and campaigns

The key challenge was determining where the audience presence would be strongest, especially for an R-rated movie, while still attracting a broader viewership and ensuring the audience had a lasting experience. Media has changed significantly in recent years, using traditional and modern marketing tools to promote the film effectively.

The viral campaigns 

Ryan Reynolds and Hugh Jackman created insane chemistry and friendship on-screen that extended to their online presence. Their ability to engage with fans on social media allowed them to use every tool to reach a wider audience, even with the film’s R-rating. Under the guidance of Disney’s Chief Branding Officer, Ayaz Asad, they changed the perception of the R-rating to attract not just their primary audience but also Gen Z. 

Their marketing strategy combined traditional and modern PR campaigns. Reynolds and Jackman realized they needed a “cut-through” effect to capture attention. Instead of focusing on traditional TV ads or movie trailers, they employed YouTube Influencers and in-game commercials. Their “meme-ready” approach targeted younger audiences, primarily those who consume content through their devices. 

The multi-channel media strategy helped Deadpool and Wolverine connect with Gen Z and other digital native audiences, ensuring their marketing efforts contributed to the film’s success. 

Brand partnerships driving success 

The “viral” nature of this film’s marketing and PR campaigns played a crucial role in its success, particularly through strategic partnerships with major brands like Heinz, XBOX, Adidas, and Tim Hortons. These brand partnerships generated significant online buzz and social media engagement. These collaborations aligned with the movie’s unique humour and leveraged the power of viral marketing, spreading awareness and excitement across platforms. 

Brands fully capitalized on this opportunity to connect their PR and marketing efforts. These partnerships significantly contributed to the campaign’s success, pushing the total marketing budget to $135 million—surpassing even some MCU movies. Despite the initial marketing budget being $100 million, the added investment from brand partnerships further boosted the campaign’s reach. 

The momentum created by these efforts helped build anticipation, attracting a larger and more diverse audience. The marketing team successfully amplified the movie’s reach and impact by harnessing digital platforms’ viral potential. 

The unexpected collaborations

Heinz collaboration with ketchup and mustard 

This campaign has featured activations across various U.S., Canada, Mexico, China, Australia, and Brazil locations. Heinz also released limited-edition collectibles to dress up its ketchup and mustard bottles as part of the campaign. 

YouTube video

Tim Hortons collaboration 

Tim Hortons, a Canadian coffee chain, where Reynold’s caption matches the energy,  “Never Felt More Canadian.” This collaboration was right before the premier of the movie.

YouTube video

Chubby cheeks controller 

In my opinion, the collaboration on Xbox’s controllers (Microsoft) was by far the funniest and greatest. Ryan Reynolds and Hugh Jackman’s commentary on the controllers brought great engagement to gaming. They underlined the controllers with costumes and designed them with such details added.

YouTube video

Fashion sense with Deadpool and Wolverine

Marvel x Adidas created a vibrant duo of sneakers: “Rivalry Low” shoes, “Adizero Electric cleat,” graphic tees, and an Adidas original silhouette worn in the movie. This collection gained significant attention on social media, with influencers and celebrities promoting and boosting brand engagement and awareness.

YouTube video

My final thoughts

In a world where film marketing often follows a predictable formula, Deadpool and Wolverine have shown that breaking the rules can pay off big. These characters didn’t just challenge traditional storytelling—they redefined how we connect with films before we even step into the theatre. By embracing unique, character-driven campaigns, they’ve revolutionized the industry, setting a new standard for engaging audiences in fun, unexpected ways. As we look to the future, one thing is clear: the bold, authentic approach pioneered by Deadpool and Wolverine is here to stay, and audiences are loving every minute of it.

You may also enjoy...

Read more great articles like this, or return to the main articles page…

All Articles

When I Grow Up, I Want To…?

By Ally Medeiros on September 4, 2023

The mornings are cooling down, pencils are on sale in bulk, and I went to the CNE, so I know summer is over. Even when I’m well into my career,…

When I Grow Up, I Want To…? - Read Post
Ally stands with her hands on her hips in between two plants.

How AI is Changing the Marketing Landscape

By Nathan Buchanan on May 27, 2024

Ross Simmonds, CEO of Foundation Marketing, shares how AI-powered tools are being used in marketing The buzz around new products is always exciting in today’s tech-driven world. One of the…

How AI is Changing the Marketing Landscape - Read Post
Ross Simmonds presents at a conference.

What does professionalism look like in 2024? Helpful email and communication habits for PR beginners

Guest Post by Audree Hernandez on August 19, 2024

I have recently celebrated a personal milestone, the one-year anniversary of my PR career as an account executive. But it was a struggle to really figure out what to do…

What does professionalism look like in 2024? Helpful email and communication habits for PR beginners - Read Post
A person using a laptop with an email icon on the screen.