THE COOKIE YOU WANT
Concept/Art Direction/Design
Taking cookies from villain to hero
In the world if the internet, cookie can be a dirty word. They’re spies, watching our every move, tracking our lives and reporting back to their corporate masters. But what if through the magic of Deadpool, a cookie could be transformed. Becoming instead a welcomed guest. One that gave instead of just taking...all while increasing the contactable base.
EXECUTION
Fans started the journey by signing up for the Deadpool Core and proudly accepting a cookie that acted like a “digital punch card” tracking how much Deadpool 2 content they were consuming.
Cause there was a lot of it.
Like so much.
Then we rewarded the faithful by inviting them via an email to a mysteriously secret and extremely exclusive in-world Deadpool themed event.
There we rolled out the tactical red kevlar with a themed experience as guests took their seats to watch a live performance directly from Las Vegas of Celine Dione debuting her new song Ashes from the Deadpool 2 Soundtrack.
This was followed directly by the world premier of the Ashes video.
It was beautiful.
All guests left with a vinyl soundtrack and a signed cassette single of the track to commemorate the event. Selfies were snapped, words typed, and the benefits of being part of the Deadpool Core spread.
Digital, Event, CRM, Print