Fueled an authentic relationship between an irreverent comic book character and his long-time fans, while tapping into new audiences by introducing a “Not-Safe-For-Work” anti-hero to the masses. Deadpool was one of the more obscure Marvel comic characters who was widely unknown before his theatrical release. So for new fans, finding ways to distinguish Deadpool from the other already popular super heroes.

We paired an aggressive volume of content execution with the creative construct: What Would Deadpool Do? From holidays and timely zeitgeist internet cultural moments to mocking traditional entertainment social media marketing, we used this lens in all planned social posts and real-time reactions.