DEADPOOL / 20th Century Fox
To help launch the most foul-mouthed superhero in history, we asked ourselves, “WWDD?” And the answer was obvious: emoji. We designed a set of custom emoji, developed a distribution plan, and released all 160 of them into the wild.
The Deadpool emoji app had over 250k installs and was trending in the App Store in the first 24 hours. It earned 25m impressions with 730k installs, compared with the average of 100k installs. Plus, @Midnight featured our emoji in a segment on the show.
As part of our distribution plan, we created an email signup page for hardcore fans to get early access to Deadpool content, and kicked it off with the emoji launch. The sweet artwork? We made that too.