What Would Deadpool Do?

    Today I would like to write about a bit of creative marketing that I have been following for some time now. It involves a comic book superhero (or anti-hero) named Deadpool and his upcoming release of his new video-game developed by Highmoon Studios. Before I dive deeper in the marketing behind this game, I’ll give you quick rundown on the character known as Deadpool.

Deadpool

     Deadpool is a mutant from Marvel’s X-men universe and is constantly breaking the fourth-wall (a figurative wall that separates the reader from the comic) of comics. He is also aware that he exist only as comic book character and has no problem with that. He is extremely talkative and given the nickname of “The Merc with a Mouth”, with merc meaning mercenary. There is more that makes up the character, but this should give some insight on the marketing for his game.

    What I find fascinating about the marketing for the game is that they are treating Deadpool as an actual living person. The game was announced at Comic-Con 2012 by Highmoon Studios. Highmoon Studios was holding its own conference that just contained information about the studio itself. There was no indication of a game announcement at the time. However, outside on the conventions main floor a man dress as Deadpool was making his way through the crowd with a camera following him. It wasn't odd to see a costumed attendee being filmed as many at the convention do this. Eventually, Deadpool made his way into Highmoon’s conference room and interrupted the speakers. The speakers did a fantastic job of playing along; pretending not to know what was going on. Deadpool continued on speaking and showcased his video-game’s trailer to much applause.

     Even though this game was announced in 2012, the marketing team behind Deadpool has not stopped. The marketing team has also been releasing videos of Deadpool walking into Marvel’s headquarters looking for a job. The video-game’s website allows fans to take a picture of them “deadpooling” (it is a play on the planking trend) and submit it to the site where the best ones are showcased. To keep the illusion that Deadpool is a real person, the same actor is being used to play the role of Deadpool throughout this marketing. I must say that he is doing a exceptionally convincing job at it as well, he has perfectly incorporated all of Deadpool’s traits and has given the character a real world presence.

     The reason I find this marketing so intriguing is that I have honestly never seen this done. Yes, there have been augmented reality games that allow consumers to participate with a video-game out in the real world. Also, other movies and games have used their main characters to help promote, but those promotions usually only involve special appearances and autographing. With that being said, I have never seen a marketing team pull a character out of its element and use it as an actual human being. Deadpool is such a perfect tool to use as well as his character was inadvertently built for this. It seems to be working as well the game has gathered a small following and its fans are eagerly waiting for its release. The marketing team behind the Deadpool video-game has done such a fantastic job that Deadpool himself has become a real world celebrity. I do hope that there are more marketing strategies like Deadpools, it is a breath of fresh air into otherwise uneventful product/artist marketing.

Below you'll find the video from his Comic-Con appearance, enjoy. 

Warning: Language and Violence