Brand Activation: ‘Show Us Your Package’ campaign of ‘Deadpool’ and ‘Trolli’

Deadpool 2, a sequel to the 2016 film Deadpool, opens on May 18th, 2018. As the date is nearing, like other superhero flicks, marketing for Deadpool 2 are at full throttle. But, what makes the promotions of Deadpool 2 sound unique is the aspect of quirkiness. In fact, this has been nature of the Deadpool franchise’s marketing. Of late, Deadpool partnered with the confectionery brand, Trolli for a crossover campaign… a campaign to make the new line of snacks, Sour Brite Tiny Hands active.

It all started with the Deadpool’s ‘Tiny Tease’, SOMETHING TINY IS COMING in Trolli Candy’s social media. The tease contained the date, 5.7.18.

On May 7th, Trolli Candy asked people to show off their package of Trolli on two giant billboards, with Deadpool, in Times Square. In parallel, Trolli’s Twitter account encouraged people to strike a pose in Times Square.

A chance to be on the big screen in Times Square, by showing a package, made people to care about the event and strike a pose. Also, the event included a sweepstakes and photo contest.

Marketing Journo

On May 8th, a video showcasing the snacks along with Deadpool was put up in Deadpool’s social media.

On May 9th, a video, which briefed on the event, was released in social media.

The website, www.weirdlyawesome.com contains few photos from the activation event. One could either swipe right or left, on the package pics, to give either thumbs up or down.

Also, Trolli encouraged netizens to flaunt a package for the cam and share the pic on Instagram or Twitter. To enter for a chance to win a VIP Deadpool Experience, Trolli asked them to tag ‘@trolli_usa‘ and use ‘#PackagePose‘.

Social media of Trolli kept the conversations, about the campaign, go through in online. They did so by sharing select photos from the event and certain photos put up by fans in social media. Thereby, Trolli identified and celebrated milestones of its campaign, which created news.

This unconventional and unpredictable campaign complemented the anti-mainstream natures of Deadpool and Trolli. The campaign was more impactful, as it drew in more audience, and related to what both the brands are.

The idea of creating Tiny Hands finds its reference from a scene of Deadpool. Wherein, Deadpool equates his then small hands to a KFC Spork.

Conclusion:

The campaign increased customer’s awareness about and engagement with Trolli‘s Tiny Hands. In other words, the campaign ‘activated’ the new product. Foremost, it created an emotional connection between the brands and their customers… an emotional connection where customers will remember the experience and the brands longer.

Photo Courtesy: Marvel Entertainment and Trolli