How Deadpool Aced Viral Marketing

It all started with a single fireside boudoir snapshot, Tweeted out for all the world to see:
With great power, comes great irresponsibility. #deadpool#officialsuit@deadpoolmoviepic.twitter.com/MPM89bYz1B
— Ryan Reynolds (@VancityReynolds) March 27, 2015
And lo, everyone’s favorite wiseass comic book character was reintroduced to the world afresh.
If you’re paying attention to the trades, to Twitter, or to your television, you’re no doubt aware that the big oversized promotional campaign for Deadpool, Fox’s attempt at hitting the reset button on the character following 2009’s disastrous X-Men spin-off, Gavin Hood’s X-Men Origins: Wolverine, has hit critical mass in the final week leading up to movie’s opening day. And if you’ve had your eye on the tongue-in-cheek viral marketing push, you’re probably at least gently curious to see what this jocund loudmouth superhero has to offer beyond his preternatural gift for firing off one-liners, a hefty personal arsenal, an array of sweet ninja moves, a totally slick getup, and the unassailable charisma of Ryan Reynolds.
But more so than his dual katanas and snappy zingers, it’s that aforementioned marketing that has served Deadpool best heading into his big screen rebranding transformation. Think about it this way: Until you first laid eyes on Reynolds in full garb, reclining by a roaring flame, did you give more than half a damn about Deadpool? If you’re a dedicated fan of the character and, god forbid, all things Rob Liefeld, the answer is probably “Yes, yes I did.” If you aren’t, or if you only made your first acquaintance with him thanks to Hood’s film, you might be leaning more toward the “no” side. Still, what are the odds that the constant barrage of “stuff” hitting the web in service to advertising Deadpool has ever so slightly piqued your interest?
Whether you see the film or not is beside the point here. How many films, big or small, mainstream or independent, manage to saturate social media quite so thoroughly as Deadpool? We aren’t just looking at the rehabilitation of a controversial comic book figure. We’re looking at what is arguably one of the biggest viral marketing success stories since “viral marketing” officially became a part of the Internet’s colloquial lingo.
Let’s be clear: Nobody is surprised that Fox and Reynolds decided to sell Deadpool with the utmost in smart-alecky teasing. That might be the only way to sell Deadpool, particularly if the goal is to capture the diehards’ imaginations and earn their ticket purchases. But the sheer volume of material churned out in pursuit of that goal is staggering. The fireside image featured above—that first picture—premiered on March 27, 2015. Not long after, Reynolds showed up in an April Fools’ interview on Extra and smacked Mario Lopez upside the head with a studio light, and less than a week later, as the initial wave of buzz began to simmer down, this sucker wound up on Reynolds’ Twitter feed:
Smells like someone died up in here. #alivepoolpic.twitter.com/sZqvmagVND
— Ryan Reynolds (@VancityReynolds) April 8, 2015
Reynolds shared little else about Deadpool for a while after that, aside from wonderfully tasteless holiday tie-in announcements, Instagram pictures, the occasional production photo and fan art, but he didn’t really need to. Grant that in May, news about the film slowed down as production wrapped up, and grant that by then we were all two months away from San Diego Comic-Con, at which Deadpool was sure to make an appearance. If the movie had stayed under the radar until that point, it probably wouldn’t have made a huge difference to its commercial well-being in the long term. But the steady unveiling of new and varyingly profane media boosting Deadpool‘s status from March to May did what any good marketing campaign is supposed to—incite chatter—while also giving the film a sheen of newness in the increasingly crowded superhero genre.