The Deadpool Core mailing list, released this week and designed to engage fans ahead of Deadpool 2‘s theatrical release on May 18, is beginning to see social traction.
The promotion includes projects for fans to do at home and keeps in the spirit of the Deadpool franchise, which is famous for its parodies. In addition to periodic emails, the microsite allows visitors to download assets—like a movie poster that parodies Flash Dance. To commemorate National Crayon Day on March 31, the site offered a coloring book page that fans can print out at home and share online with the hashtag #DeadpoolCore.
To measure user engagement with the campaign thus far, we calculated the earned media value from posts about Deadpool Core from March 31 to April 3.
“Earned media” is the value of engagements a brand receives across channels as a result of their marketing efforts. To help quantify what the value of those engagements is worth, Ayzenberg Group established the Ayzenberg Earned Media Value Index (AEMVI) and assigned a quantifiable dollar amount for marketing gains a brand receives from a campaign or individual engagement that includes social media networks and similar digital properties.
The official Deadpool account posted identical status updates on Twitter, Instagram and Facebook March 31. “Red” earned the most “green” on Instagram, where the post earned over 91,000 likes and 242 comments. On Twitter, the original #DeadpoolCore announcement post was liked over 6,000 times and shared by 1,145 users. Facebook users liked the post a little over 3,000 times. Based on the latest EMV values, 20th Century Fox earned just shy of $14,500 in the four days spanning March 31 to April 3.
The campaign’s dedicated microsite parodies the original Mickey Mouse Club with photos of the film’s characters in white turtlenecks with their names on them. Those who sign up for Deadpool Core are also referred to as “Mercateers.”
“You will be locked, cocked, and loaded with everything a true ‘core fan’ needs to prepare for the theatrical release of everyone’s favorite ‘Merc with a Mouth’ all over the world,” reads the site’s F.U.Q. Frequently Unanswered Questions section. “Mostly, it means you will receive emails with exclusive content and F-ing awesome digital goodies.”
Soon after the campaign’s announcement, fans began to post their coloring pages online, along with screenshots of their first Deadpool Core membership email. Like good Mercateers, fans followed Deadpool’s instructions to include the hashtag #DeadpoolCore, as well.
(Editor’s note: AListDaily is the publishing arm of [a]network and a sister site to Ayzenberg. To read the updated AEMVI report reflecting the rapid changes in social, click here.)