Build Hype Like Deadpool


What is it about celebrities, pop culture, and mystery that creates world-class intrigue?

Ryan Reynolds, Marvel’s Deadpool and serial entrepreneur, dropped one epic teaser for Deadpool 3 today on Twitter. Unlike the two previous movies, there’s no action scenes, or any footage of the actual film. It’s just Ryan as he speaks to the camera and mentions he’s been working on the follow-up film for a while, but lacked a great idea. Out of nowhere Hugh Jackman appears in the background for a few seconds. He’s barely visible. But the tease of Wolverine and Deadpool together made the internet go wild. After over 123k retweets in a few hours, this short clip blew up – watch it below now.

Deadpool 1 and 2 were both extremely popular, grossing over $700 million each. The last Wolverine movie, Logan, was Jackman’s exit from the titular character in 2017. Spoiler alert – he died in the film. So when the Deadpool 3 teaser dropped, fans lost their collective minds. The trailer was mysterious too; you can barely make out Jackman as he walks by and up the stairs behind Reynolds. Reynolds asks, “Hey, Hugh, you want to play Wolverine one more time?” After a brief pause he says, “Yeah, sure, Ryan.” Concise, and straight to the point.

How can you incorporate ideas from the teaser into your marketing campaigns?

Hire a big time actor! However, if your budget doesn’t allow for two of the biggest stars on the planet, you should start with a story. As Reynolds discusses the movie script and ideas, he’s speaking of his reality. Be upfront with where you’re at in business – be real. Second, he nods to the Deadpool character throughout; he wears the costume, drinks out of a Spidey mug (Aviation gin, Reynold’s company, makes a feature), and has toilet humor. When you create content, show your affiliations and partnerships, put them front and center. And most importantly, build mystery. Make people want more of you and your services. Lastly, think about your distribution channels. Reynolds hit Twitter where news spreads like wildfire – go where your message can have maximum reach!

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RJ Huebert
RJ Huebert is the founder and managing principal of HBT Digital Consulting, a Pittsburgh-based business. A digital marketing professional, he specializes in search engine and social media marketing for B-to-C companies looking for lead generation and online optimization. He is also the co-race director for three Tampa Bay 5K events called The Great Mother’s Day Race, The Great Father’s Day Race, and The Great Gay 5K. The races have had over 12,000 participants and have raised over $7,000 for local charities since 2012. Previously, RJ was the marketing director for a world-wide market research firm, and has held management roles in verticals including healthcare, banking, and for-profit education. Helping local business succeed online is his daily passion, launching 5K events gives him joy, and contributing to the Pittsburgh business scene inspires him. RJ earned his Bachelor of Arts from the University of Pittsburgh and Master of Arts from the University of South Florida, focusing on Strategic Communication Management. Currently, he sits on the American Marketing Association Board of Directors - Pittsburgh Chapter. He resides in Pittsburgh, PA with his wife Taylor, chocolate Lab Coco, and a Jack Russel Terrier named Rosie.