Deadpool - Profiting from Social Media Marketing

Mikkel Jensen

Studenteropgave: Speciale


This thesis concerns social media, and social media marketing. Specifically, has the campaign for the film Deadpool been chosen in order to illustrate the possible financial affordances within this area. The thesis seeks to investigate past, as well as contemporary tendencies in the world of social media, and how these can be utilized in a marketing context. This is done in order to depict the role of the users, their current influence and ability to create awareness via communicative means. Philip Kotler and his theories on marketing 1.0, 2.0 and 3.0 was chosen as the foundational theory, as to portray the evolution of marketing. Thereby defining the past and present opportunities within the field. In doing so, it was possible to outline the evolving role of the users, and describe their growing importance. The thesis tells the tale of the users, as they went from passive consumers, towards active participants. Deadpool was chosen to serve as a topical case of social media marketing, wherein the producing company of 20th Century Fox may exploit a profitable connection with the users, in order to reach their target demographic group. Empirical data from expert and focus group interviews have additionally been incorporated, in order to further the understanding of social media marketing, and how it is perceived.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Kandidat
Udgivelsesdato28 jun. 2016
VejledereNorbert Wildermuth


  • Deadpool
  • Social Media Marketing