Amazon × 20th Century Fox, Deadpool

Context

• Amazon.it had pre-negotiated 500 copies of the Deadpool Limited Exclusive Edition Blu-ray with 20th Century Fox, a higher-priced SKU whose only added value over the standard edition was 5 collector posters.
• Three problems converged: low product discoverability inside Amazon's site, a thin value differentiator vs. the standard edition, and a pre-committed stock obligation that had to clear. Standard merchandising was not going to do it.
• The opportunity was to stop selling the SKU and start selling the Deadpool universe, using the partner relationship and the character's distinctive tone to create something that would actually travel on social.

My role and scope

• Led the brand collaboration with 20th Century Fox end-to-end, from the creative idea to the joint go-to-market.
• Owned creative direction, casting, production coordination, social distribution, and the joint PR moment.

Goal

• Sell through the 500-unit Limited Exclusive Edition stock at full price.
• Manufacture organic visibility for the SKU on social, without buying media, by making the asset itself worth sharing.

Strategy

• Stop pitching the product, start performing the character. Build the campaign around Deadpool's voice, irreverent, fourth-wall-breaking, in-character, instead of standard product marketing.
• Lean fully into the partnership: co-create with 20th Century Fox so the asset has both Amazon's reach and the brand authority of the IP, and so distribution doubles up across both partners' channels.
• Use cultural authenticity as the multiplier, cast the original Italian dubbing actor to voice Deadpool, so Italian audiences hear the canonical character voice they already love.

Execution

• Shot a video of Deadpool 'visiting' real Amazon offices in Milan, with a humorous in-character script written to Deadpool's distinctive comedic tone.
• Cast the original Italian dubbing actor for Deadpool, locking in cultural authenticity that any other voice would have undermined.
• Distributed the video across Amazon's official social channels on release day, paired with a joint press release with 20th Century Fox to multiply the launch signal.

Results

• Limited Exclusive Edition sold out in one day on Amazon.it.
• 10K engagements on social media, entirely organic, on a SKU launch with no paid media support.