The marketing budget for Deadpool was smaller than the average marketing budget, so Ryan Reynolds worked with Fox to use the internet to his advantage and he marketed the film in ways he felt that Deadpool would. This was quite unique for a single actor to do. Reynolds kept a single Deadpool costume for himself and throughout the campaign he himself appeared in it in the famous costume.
Social media
As the budget for marketing was lower than usual budgets social media would be very important to this advertising of this film. One method that was used was a 'fake' rivalry with Hugh Jackman, who plays fellow Marvel character Wolverine (For years it's been a running joke that they'll never do another film together). They would mock each others posts on social media with one example being when Hugh Jackman tweeted about visiting Beijing, Reynolds hilariously replied with 'pretty sure they're protesters', (a reference to the many protests that China has seen over the years) garnering 26,000 retweets and 122,000 likes which is quite a lot for Twitter even for celebrities.
Snapchat - they created a special lens for Deadpool (you could be a teddy bear that he held) and they also had the character 'twerk' to the music of Diplo.
Instagram - with many movies the Deadpool has its own Instagram page, with the page having 3 million followers, posting pictures ranging from critics reviews, posters that were used to advertise and many photos of Reynolds himself.
Twitter - they also had a Twitter account which done the same as the Instagram account, posting everything Deadpool related. However Twitter is a much better platform because you can interact more with the fans and spread the posts to a wider audience. Also on Twitter, in the lead up to the film release there was an average of 10/20,000 tweets per day about it, but after early screenings that number soared to 90,000 per day. Marc Weinstock who worked with Reynolds to promote film said "There's a lot of debate as to whether or not social media can really open a movie ... and this proves it can."
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