From Kpop Cameos to Butt-Shaped Xbox Controllers: How ‘Deadpool & Wolverine’ Transformed Marketing in 2024
Posted on August 15, 2024 | Updated on September 12, 2024
The marketing efforts from “Deadpool & Wolverine” were unconventional and all over the place — and they worked remarkably well. This film comes at the tail end of a series of Marvel’s box-office flops, which makes its surprise success even more noteworthy. So, what did it do that set it apart from the rest? More importantly, can the average business owner recreate its success?
What Went Right With Deadpool & Wolverine’s Marketing
Maximum Effort, a digital advertising agency co-founded by Ryan Reynolds and named after a Deadpool catchphrase, led the marketing efforts. Of course, the movie also had the reach and budget of Disney’s Marvel Studios. Before the movie’s opening weekend, they had multiple interviews, partnerships, and social media campaigns underway.
Most marketing capitalized on the excitement of Hugh Jackman’s return to the big screen alongside Reynolds. The two appeared in everything from a cooking battle with Gordon Ramsay to a “Hot Ones” episode with Sean Evans.
That said, they didn’t only cater to North America. One of their more prominent international marketing efforts saw them team up with the South Korean boy band Stray Kids. Reynolds and Jackman cameoed in the “Chk Chk Boom” music video, starring as a news anchor and meteorologist, respectively.
Naturally, Reynolds also did marketing and branding on his own. One of his ads featured cast members from ”The Real Housewives of Orange County.” It shows two women receiving a heart-shaped friendship necklace, with one getting the Wolverine half and the other getting Deadpool half. The joke was that their ongoing feud inspired the movie’s script after Reynolds binge-watched Bravo.
These advertisements, interviews, and skits let consumers see the chemistry between “Deadpool & Wolverine’s” main actors without giving plot points away. They also appeal to all kinds of demographics. This way, Marvel Studios was able to preserve fans’ excitement and get people talking while boosting ticket sales.
Partnerships Amplified This Film’s Marketing Messages
Naturally, “Deadpool & Wolverine” secured partnerships with name brands. George Dewey, the cofounder of Maximum Effort, said some companies are reluctant to accept partnerships. He describes his agency as the “exact opposite,” admitting they do it because it’s an opportunity to “have fun” — not just to get the movie’s name out there.
Dewey asserts the Deadpool brand isn’t ashamed of marketing and securing partnerships. In fact, while some brands approached them, they actively pursued others after falling in love with creative concepts. Each campaign had some in-universe explanation and showcased the dynamic between Deadpool and Wolverine that fans were so eager to see. This decision drove people to seek out ads instead of skipping, blocking, or ignoring them.
One of these partners includes Heinz, the food processing company, which showcased Deadpool and Wolverine as ketchup and mustard bottles. In the video advertisement for Heineken, the multinational brewing company, Deadpool admits he stole the adamantine from Wolverine’s claws to make the company’s new silver beer cans.
Some partners seemed particularly excited to go along with this tongue-in-cheek marketing style. The quick-service restaurant chain Jack in the Box dressed Deadpool up to promote Mini Chimi Bang Bangs, a twist on the character’s favorite food. The fast food bag says, “They’re really marketing me everywhere,” leaning into Deadpool’s tendency to break the fourth wall.
Other notable partnerships include DiGiorno, “The Bachelorette,” Old Spice, and Tim Hortons. Some even had limited-time promotions featuring unique, branded merchandise. For instance, Heineken and Marvel Studios teamed up to create a Best Bubs Box, a kit meant to be shared. And of course, who could forget the “Cheekiest Xbox controller” promotion, featuring a particularly unique controller designed by Deadpool himself?
Dewey said Maximum Effort wasn’t looking for a specific number of partnerships. Instead, they wanted a “cultural breakthrough,” and carefully selected companies they thought could help them accomplish that. Although the production cost totaled between six to seven figures, Dewey stated having fun associates was “way more interesting” than getting big budgets.
The Marketing Behind Deadpool & Wolverine Paid Off
Despite growing discontent with Marvel Studios’ cinematic universe — people have complained about its excessive release frequency, among other things — fans flooded the theaters for “Deadpool & Wolverine.” Much of its success can be attributed to its large existing fanbase and the return of Hugh Jackman after his supposed departure following 2017’s Logan.
However, we wouldn’t be talking about the movie if only die-hard Marvel, Deadpool, and Wolverine fans had bought tickets. It didn’t succeed just because it brought a beloved intellectual property to life — an intensive marketing campaign and over-the-top branding are responsible for it being a box office hit.
A genius marketing campaign launch indicated success early on. Marvel Studios aired the first official teaser during the 2024 Super Bowl — the most-viewed television broadcast since the moon landing — making it the most-watched trailer over 24 hours. It received 365 million views in one day, largely thanks to the sporting event’s 123.4 million viewers.
Notably, this movie had the highest-grossing debut ever for an R-rated film. Its opening weekend saw $205 million in domestic ticket sales, far outpacing analysts’ expectations it would reach between $160 million to $180 million. However, while many consumers were driven by excitement and fear of spoilers, theaters have continued filling seats.
“Deadpool & Wolverine’s” marketing helped it become one of the few R-rated movies to earn over $1 billion. It has grossed over $506.9 million in North America and $536.2 million internationally so far, totaling $1.043 billion at the global box office. Soon, it could become the highest-grossing R-rated film in the world.
4 Lessons Brands Can Take from Deadpool & Wolverine
Businesses can take several practical lessons from “Deadpool & Wolverine.” Even if they don’t have Marvel’s fanbase, a celebrity network, Disney’s budget or brand name partners, they can succeed. If they strategize correctly and prioritize the right things, they can build their brand.
How to Increase Your Chances of Going Viral
Marketers think Generation Z and Millennials are the only ones who enjoy unconventional marketing. If “Deadpool & Wolverine” has taught us anything, it’s that multi-segment outreach bridges age and gender boundaries. Getting different groups to engage simultaneously — or with each other — makes content more likely to go viral.
Where to Market to Reach Target Demographics
Outbound marketing — which accounts for 90% of marketing budgets on average — involves reaching out to consumers via billboards, cold calling, television advertising, and direct mail. This film unexpectedly leaned on inbound marketing, focusing on social media and blogs. Making valuable content users can engage with directly takes time but translates to success.
How to Use Your Partnerships Creatively
Partnerships get a brand’s name out there, helping it break into different markets or reach new demographics. Small businesses often stay in their bubbles, but this movie proves seeking connections to those in different sectors can pay off. For example, a food truck owner could partner with people in the beverage, arts, retail, entertainment, toys, or laundry industries.
How to Ensure Your Marketing Efforts Stay Fresh
Maximum Effort hired a handful of people who had worked on every piece of marketing the Deadpool brand had ever done. This way, they didn’t recycle any ideas. Since consistent branding can increase revenue by up to 33%, finding new ways to incorporate themes, colors, and logos into new content is ideal.
Tips for Incorporating Those Lessons Into Marketing
Keeping content fresh, releasing it at the right time, and making it go viral can be challenging. Business owners, marketers, and designers should set measurable, achievable goals to make things easier. For example, instead of simply deciding to go viral, they could settle on increasing their social media engagement by 35% within three months.
Utilizing an existing customer base is another good tip. “Deadpool & Wolverine” was the third installment in the franchise, so it had somewhat of a fanbase-based safety net. However, it also catered to people who liked comedies, superheroes, Hugh Jackman and R-rated content — it essentially broke into adjacent markets to use other consumer pools.
Companies should take a page out of this film’s marketing and play to each platform’s strengths. YouTube is for long-form content like interviews, mission statements, or fluff pieces. TikTok, on the other hand, is better for getting messages across quickly and driving user-generated content. Either way, a variety of short and long-form content — including text, videos, and images — is ideal. “Deadpool & Wolverine” made sure to market this way.
Above all else, brands should strive to create meaningful, enduring connections. Throughout “Deadpool & Wolverine,” the characters cracked inside jokes and gave not-so-subtle nods to the fans. In the end credits, the film paid tribute to Fox’s original X-Men with behind-the-scenes shots and sappy music.
Inspiring nostalgia, showing appreciation for the existing customer base, and catering to their desires instead of driving progress with a singular vision creates brand loyalty. Business owners who succeed in highly competitive environments not only create a solid product but also treat consumers with appreciation and respect.
Where These Marketing Tips Can Take Your Business
Companies that listen to their customers can give them what they want and treat them how they deserve, improving their reputation. For reference, the success of “Deadpool & Wolverine” has prompted headlines about Marvel Studios’ comeback. At the end of the day, a sound marketing campaign is foundational for building a brand name and generating revenue.
About The Author
Eleanor Hecks is the Editor-in-Chief of Designerly Magazine, an online publication dedicated to providing in-depth content from the design and marketing industries. When she's not designing or writing code, you can find her exploring the outdoors with her husband and dog in their RV, burning calories at a local Zumba class, or curled up with a good book with her cats Gem and Cali.
You can find more of Eleanor's work at www.eleanorhecks.com.