20th Century Fox Film, Case study The Gift of Deadpool [Campaign Overview] by Viacom Velocity New York

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The Gift of Deadpool [Campaign Overview]

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Industry Records & Cinema Production
Media Film, Case study
Market United States
Agency Viacom Velocity New York
Creative Director Melissa Bolton-Klinger
Released November 2016


Ame Awards 2017
Use of Medium Branded Entertainment: USA AME Silver Medallion

Credits & Description

Nomination: Use of Medium
Category: Branded Entertainment
Award: Ame Silver Medallion
Agency: Viacom Velocity
Brand: Deadpool
Country: Usa
Svp, Marketing: Danielle Kupchak
Vp, Marketing: Allison Zerden
Vp/Creative Director: Melissa Bolton-Klinger
Director, Marketing: Kelly Mirvis
Evp, Viacom Integrated Marketing/Velocity: Dario Spina
Evp, Viacom Creative Content: Niels Schuurmans
Manager, Digital Marketing: Alex Woog
Coordinator, Marketing: Gina Quagliata
Evp, Marketing and Planning: Julie Rieger
Deadpool was a new kind of superhero movie: snarky, irreverent, and self-aware. It required a new approach to differentiate it from the hordes of other comic book action movies out there. To endear the film’s unconventional, foul-mouthed antihero to a wide swathe of audiences we created a far-reaching distribution strategy that put Deadpool’s sardonic tone front and center to make the film part of the cultural conversation and, consequently, a must-see theatrical event. The national campaign ran across Viacom owned & operated platforms, including a first of its kind limited commercial interruption takeover on five different networks and social promotion on Facebook, Snapchat, Twitter, Instagram, YouTube, and Tumblr. It was later extended across 15 international markets, including Asia and Latin America, during the measured time period and received exposure via national press pick-ups.