Executive Summary

Twentieth Century Fox Home Ent worked with Mindshare and Think Jam to create an ‘industry first’ campaign made for YouTube for the Home Entertainment release of Deadpool 2. The team were keen to break the ‘Fourth Wall’ to engage with audiences and utilise the personality of Deadpool himself.

Using a multi-step branching sequence to drive digital download, with Deadpool himself providing the skip and view messaging, viewers were thrilled and delighted with the bespoke content they were shown.

Each bespoke skippable pre-roll identified where the viewer was on their journey. They were initially served an action packed trailer for the film. If they watched the full video on their next visit to YouTube, Deadpool would pop back up and thank them for paying him attention and show an exclusive deleted scene. If they skipped however he would return on their next visit. All users were served a final short click with key product messaging on their return to YouTube.