Blink and you’ll miss it. That was the strategy behind Maximum Effort’s most recent QR Code easter egg stunt. In case you missed it, earlier this week, Ryan Reynolds’ marketing agency, Maximum Effort, broke the mold once again with its trailer for the new Deadpool & Wolverine movie coming out this summer.
From breaking the fourth wall to intriguing Deadpool’s die-hard fans, Maximum Effort continues to push creative boundaries with its crafty marketing executions. Known for their innovative campaigns—like their Aviation Gin ads and Mint Mobile promotions—this daring agency is no stranger to taking risks.
Let’s delve into how this agency masterfully tapped into the power of a simple QR Code in its recent stunt, what makes this strategy so compelling, and what we can learn from this execution. You may even get inspired to throw your own best practices out the window!
The hidden QR Code easter egg
When we said “…blink and you’ll miss it,” we weren’t exaggerating. Amid the high-octane action and humor in this new trailer, one solitary QR Code appeared for just a moment at the 0:03 second mark. As Wolverine strides into frame to Madonna’s “Like A Prayer,” the QR Code is visible on a building in the background.
And while this brief appearance might be easy to overlook (we missed it the first time!) it did an incredible job of presenting its most devoted fans with the opportunity to interact further. Once eagle-eyed fans paused the video and scanned the QR Code, they were taken to a YouTube video featuring Ryan Reynolds himself. From there, he had the opportunity to lean in even further to the humor his Deadpool character is well known for in a monologue called “Disclaimers.”
Breaking down the QR Code strategy
Maximum Effort’s QR Code usage in the Deadpool & Wolverine trailer is yet another example of the power of the scan. As we saw with Taylor Swift’s recent QR Code mural stunt, the possibilities for reaching your fans and inspiring action are endless with the right technology in place. Let’s break down why this strategy was so effective for the agency.
Piquing fan curiosity
The QR Code’s subtle placement was a brilliant tactic for engaging viewers. Hidden in the background and only visible for a second, fans around the world were enticed to re-watch the video, pause it at the perfect time, and then scan to explore further. This turned passive viewers into active participants in the trailer, making diehard fans feel more connected.
Exclusivity and humor
Reynolds’ video at the other end of the scan titled, “Disclaimers,” does an incredible job of setting expectations for this film—which is that irreverent humor and the breaking of the fourth wall will be as prominent as ever in this new release. By offering up exclusive content from Ryan Reynolds himself, Maximum Effort rewarded fans who engaged with the QR Code and made them feel like they were in on the joke.
Leaning into virality
Maximum Effort ensured that once the QR Code was discovered, it would be shared widely on social media. In fact, the post Reynold shared on TikTok alone received over 80,000 likes and 600 comments in just a few days. This user-generated promotion helps to amplify the reach of the trailer far beyond traditional marketing channels, which is priceless for generating organic buzz. The creative use of a single QR Code in this trailer encourages fans to share their discovery and helps create virality that increases exposure.
Knowing your audience
Knowing your audience inside and out might sound like an obvious component to an effective marketing strategy, but Maximum Effort executes this aspect so masterfully that we can’t overlook it. The Deadpool franchise is well known for its meta-humor and sharp wit, and while not everyone who saw the video scanned the QR Code, those who did were undoubtedly delighted by what they found.
Going against the grain with QR Codes
Maximum Effort’s use of QR Codes in the Deadpool & Wolverine trailer is a brilliant example of how to break the rules, get creative, and resonate with your audience. And while the QR Code may have dodged all conventional best practices, it still managed to engage viewers and spark curiosity with fans around the world.
By turning a simple QR Code into an interactive adventure for fans, Maximum Effort showcased the power hidden within even the smallest of details. How will you use QR Codes in your next marketing campaign? Be sure to share your successes on social media and tag us!