Marvel’s latest movie, Deadpool, is soon to be released and it’s safe to say the promotional campaign behind it has been very different to any we have ever seen. The comic book film that sees Ryan Reynolds play the much loved anti-hero has generated a lot of momentum since its first trailer was released back in August and it's continued to grow with over 35m YouTube hits. Approaching the release video, social media and print have all been instrumental in promoting the blockbuster. What we particularly love about the promotion is the idea 20th Century Fox have had to use the Deadpool to promote the movie in character and they've produced plenty of engaging snippets that have kept us entertained. Here’s some examples of what they’ve done. The Trailer, Trailer.... Deadpool was used to create a trailer telling you when the trailer will be released. Of course this could’ve been done in a tweet from the production team, but which really drove more engagement? https://www.youtube.com/watch?v=QPZHBjyUGhQ 12 Days of Deadpool... As any business has a marketing campaign surrounding the festivities of Christmas, so did Deadpool. Although it’s not quite as tear-jerking as John Lewis was… https://www.youtube.com/watch?v=xdzhHQbVMZs Australia Day... Mentioning Wolverine and Hugh Jackman in an Australia Day promo was a clever way of getting comic book fans, their core market, excited. https://www.youtube.com/watch?v=vVj8Pm9JRjI Overall it's a great viral drip feed campaign that should carry through to the release date on 12th February. We've already seen Ride Along 2 dethrone Star Wars due to similar promotion success and this is likely to be a similar hit.