Earlier this year, we saw the release of two movies that nerds the world over have been secretly wishing for: Batman vs Superman (BvS), a massively marketed, clash of the two most prominent names of the DC universe (and the most expensive movie produced to date), and Deadpool, a crude, low-budget film that only exists because of footage leaked on social media.
These two films couldn’t be more different: BvS is a grim and serious film that studios have been trying to make for years, while Deadpool is an absurd fourth-wall-break that studios didn’t actually want to make in the first place, but was goaded into production by fan reaction to leaked test footage.
What makes them interesting from the point of view of a digital marketing specialist?
BvS spent $165 million marketing their movie. To put that into perspective, that’s about 3x Deadpool’s budget—not just for marketing, but for production as well. And yet Deadpool saw immensely greater success, breaking box office records in its opening weekend, all in spite of being about a little-known character and having a prohibitive R-rating.
So how did Deadpool eclipse BvS them with virtually no marketing budget?
Social Media Engagement
BvS kept their marketing efforts conventional: They used social media to release trailers, but otherwise kept their marketing resources to product tie-ins, advertising air, large billboard campaigns, and so forth.
Deadpool, on the other hand, ran what could be a clinic on social media engagement. Acknowledging the power of compelling social media content, they produced an April Fools trailer about the movie being made ‘kid-friendly’, they ran a dozen ’12 days of Deadpool’ seasonal videos leading up to Christmas, and what few billboards they purchased were created with social media sharing in mind, publishing very limited runs of billboards that they knew would be shared on social media.
What does this teach us?
Clever use of social media can make a tremendous impact, even with a limited marketing budget. The most important things to take away from Deadpool’s marketing:
- Speak to your audience, in a voice that’s true to your brand.
- Generate original, relevant, share-worthy content.
- Engage your audience to get them excited about that content
- Make sure your digital marketing team knows what they’re doing.
When you’re considering your own marketing efforts, you want to make sure that your marketing efforts intelligently engage your audience like Deadpool, rather than simply throwing money at the problem like BvS. And, while we can’t guarantee that Worldsites Toronto will get your business Deadpool’s $185 million opening weekend, our digital marketing strategists can see that your digital strategy is specific, efficient, and effective.
Want to learn more about how we can help you develop an effective social media marketing plan? Call us today.