Deadpool | My Site 1

THE
IDEA

The original Deadpool campaign set the gold standard for social movie marketing. When Fox tapped my team to run the campaign for Deadpool 2, following up a cultural phenomenon was no easy task—we had to completely level up. And that's exactly what we did. By doubling down on the character's signature meta-humor, breaking the fourth wall across every platform, and leaning into unexpected pop culture hijacking, we delivered a campaign that didn't just match the hype of the original—it set a new standard for blockbuster marketing.

'It Was All Peter W's Idea': Inside the Deadpool 2 Social Media Campaign

TWITTER:
THE PERFECT PLATFORM FOR THE 'MERC WITH A MOUTH'

If you know anything about Deadpool, you know he loves to run his mouth. Naturally, Twitter became our primary playground for the campaign.

Whether he was wishing Betty White a happy birthday, hijacking the Super Bowl with live commentary, or leaking "personal mail" from the Avengers, Deadpool always had something to say—and zero filter while saying it.

Nothing was off-limits, not even professing unrequited love to America's sweetheart. Deadpool’s (and Ryan's) viral birthday tribute to Betty White captured his signature mix of absurdity and genuine affection, quickly becoming a
fan-favorite moment of the campaign.

Deadpool Wishes Betty White a Happy Birthday

See Ryan Reynolds' Hilarious Birthday Tribute to Betty White

CREATING PETER W:
DEADPOOL'S #2

For the sequel, we decided Deadpool should finally follow a second person on Twitter: Peter W., the newest—and most unassumingly normal—member of X-Force. The catch? He was a tertiary character no one knew. So, we built him a life. We fleshed out his backstory (complete with a wife and a passion for beekeeping) and launched dedicated Twitter and LinkedIn profiles. By packing both channels with rich, continuous content, we gave fans a real-time way to connect. The result? A breakout fan favorite was born.

To give Peter W. a grounded "everyman" feel, our team focused his tweets on the delightfully ordinary details of everyday life. We built out this relatable persona by leaning into mundane personal quirks, such as his passion for apiculture and recurring commentary about
his wife Susan and her trainer Gus.

If You're Not Following Peter From 'Deadpool 2' On Twitter, You're Missing Out

Peter, the New Star of Deadpool 2, Has a Real Twitter That’s an Absolute Delight

FEEDING THE FANS

In addition to crafting tweets and bringing Peter to life, we gave fans what they truly wanted: exclusive insights into the new movie. We produced hundreds of content assets, including X-Force character posters, video teasers, coloring books, email campaigns, and even a custom twist on the game Operation as a surprise-and-delight experience for select fans.