A digital publicity and social media campaign that positioned Deadpool as the most out-spoken outrageous superhero yet.
WHAT WE DID
We were very fortunate to have plenty of fantastic and bespoke content from Ryan Reynolds himself, which capitalised on public holidays and key calendar dates throughout the year.
Talent access included the principle cast and crew, including junket time with Ryan Reynolds and T.J. Miller, and a hilarious Reddit Q&A with Deadpool himself (written by the film’s screenwriters).
Through our smart, sharp and in-tone copy and social management of the “Touch Yourself” cancer awareness initiative, our campaign effectively engaged with a broad cinemagoing audience that saw Substance nominated for Best Online Campaign at the 2016 Screen Awards.
Subverting the superhero genre to introduce Deadpool to cinema audiences was a creative and challenging task for the Substance team, and we’re incredibly proud to have channelled our inner Merc-with-a-Mouth to deliver the goods. Opening in the UK to £13.7m, this Marvel underdog went on to make over £41m theatrically, and has brought with it 268k UK fans to the Facebook page who all eagerly await the sequel.