Disney’s marketing head, Asad Ayaz, has attributed the success of “Deadpool & Wolverine” starring Ryan Reynolds and Hugh Jackman to viral marketing strategies. The actors cleverly targetted the Gen-Z audience via unconventional methods such as appearing in a K-pop music video and participating in a YouTube cooking competition.
These innovative techniques, according to Ayaz, appealed to Gen-Z in ways traditional marketing wouldn’t. Their surprise cameo in a K-pop video and a fun cooking competition on YouTube added an engaging aspect to the movie’s promotion, creating a positive buzz on social platforms.
Moreover, the actors promoted the film across the globe, making stops at key locations, such as a European Championship soccer match in Germany, a popular chicken eatery in London, and iconic landmarks in the United States. Their promotion included sharing insights about the film, interacting with fans, and performing short skits.
Ayaz praised the cast’s willingness to interact with audiences in character, an approach successful in creating internet buzz and resonating with the Gen-Z audience. He commended the authenticity with which the actors maintained their roles while engaging fans, creating a captivating dynamic.
Traditional audience engagement methods, like TV commercials and film previews are being outperformed by sharable online content with a potential to go viral, such as the “Deadpool” popcorn container and prerecorded reminders for audiences to silence their phones.
Disney’s Gen-Z focused viral marketing success
Effective advertising in the digital age is about sharing a story, building a brand’s narrative, and making the audience feel connected to the brand.
Using social media platforms and collaborating with influential online figures has become a common tactic. For instance, Warner Bros. used Airbnb for promoting a film with a life-sized “Barbie DreamHouse”, while Disney shared exclusive “Inside Out 2” content on TikTok and YouTube to counteract piracy.
Ayaz emphasized the importance of tapping into platforms preferred by Gen-Z audiences, as their media consumption habits largely differ from older generations. Major brands have begun recognising the potential of digital engagement via social media and other online platforms, resulting in ingenious promotions that not only increase a brand’s visibility, but also offer opportunities for growth and revenue generation. This approach has worked for Disney, generating over $1 billion in worldwide box office sales for their recent films.
Conclusively, catering to the media consumption habits of Gen Z, by leveraging platforms they frequent, proved beneficial for Disney, embodying the importance of evolving with the changes in media consumption patterns.
