No matter how well Deadpool performs at the Box Office, its marketing campaign has been more than a resounding success. ‘Going viral’ is the dream of marketers around the world and sure, it’s easier when you’re backed by a giant US conglomerate like Fox, but that doesn’t make it any less impressive. Without really noticing, Deadpool has become a part of everyday life and in a far different way from traditional film promotion. It has saturated social media, from Twitter to Instagram, with witty one-liners and tongue-in-cheek posts.

Social media has given the film a freedom of promotion that traditional mediums just can’t provide. There are less repercussions; an official Twitter account for Deadpool was set up and tweeted a picture of Ryan Reynold’s in full Deadpool garb, lying across a Thanksgiving dinner table. Emojis were used to push out the name of the film on billboards and poster-ads. 30 second, faux-awareness videos were plastered over Twitter and Instagram.

Even if the film ends up completely failing – which I doubt it will – in terms of engagement and publicity it has been an education to marketers and PRs everywhere. It emphasises the real power and impact of knowing your target audience inside out; going beyond the traditional superhero-movie demographic to an audience who want to see the film based on the campaign alone.