Deadpool 2 joins forces with mike's HARDER for the highly anticipatedÂ sequel.
HARDER celebrates by bringing Wade Wilson's iconic hangout to life through Pop-Up Experiences in NYC and LA, themed-cans, and a Red Carpet premiere contest.
The unique partnership spans multiple consumer touchpoints including film product placement, exclusive in-theater content, co-branded digital ads and exclusive experiences for fans.
Update: Watch the promo:
For the first time, fans 21 years old and older will get to experience Wade Wilsonâ€™s favorite mercenary hangout â€“ the iconic Sister Margaretâ€™s School for Wayward Girls â€“ at the HARDER adaptation of Sister Margaretâ€™s Pop-up Experiences in New York City and Los Angeles. The LosAngeles event will be conducted by and for the benefit of DTLA Film Festival, a nonprofit organization.
For three nights, fans will get to place their bets in the â€śDead Pool,â€ť play on the iconic Sister Margaretâ€™s pool table and mingle with mercenaries. Exclusive HARDER-Deadpool 2 flavors will be served and some of Wadeâ€™s favorite snacks will be provided â€“ West Coasters can enjoychimichangas, while Brooklynites can chow down on pizza. Leading up to each event, locals can catch the exclusive Sister Margaretâ€™s video hitting late night TV in both New York City and Los Angeles.
- NYC: Alligator Lounge, April 26-28, 7 PM â€“ 11:30 PM
- LA: Slipper Clutch, May 10-12, 7 PM â€“ 11:30 PM
â€śDeadpool and HARDER make a perfect duo - they are both bold, provocative, and unapologetically take risks. This partnership hits the spot just right, â€śsaid Sanjiv Gajiwala, senior vice president of marketing, Mike's Hard Lemonade. â€śJust like HARDER, Deadpool doesnâ€™t just live alittle, he lives a lot. If he sees a chance, he takes two. He doesnâ€™t wait for one door to open, he kicks them all down.â€ť
â€śWe loved working with mikeâ€™s HARDER on the first movie and are excited to see this epic relationship continue to grow. The mikeâ€™s HARDER team has really had fun crafting this campaign!â€ť said Zachary Eller, executive vice president of marketing partnerships, 20th Century Fox.
To celebrate the partnership and commemorate the release of the sequel, 12 HARDER flavor cans will be emblazoned with the Deadpool 2Â limited-edition collectible packaging and slogans including, â€śAny HARDER and it wouldnâ€™t be liquid,â€ť â€śNice cans,â€ť and â€śNot your grandmaâ€™sauce.â€ť The flavors include Lemonade, Strawberry, Cranberry, Purple Grape, Black Cherry and Blood Orange, and are available through June in 16oz and 23.5oz HARDER cans, as well as variety packs.
As part of the partnership, HARDER is also offering fans the chance to win an all-expense paid trip for two to a Deadpool 2 red carpet event as well as an all-expense paid trip for two to a comic convention in San Diego this July. Visit https://mikesharder.com/deadpool2 for sweepstakes rules and details.
Exclusive HARDER-Deadpool content is currently airing in 1,267 theaters nationwide starting in advance of R-rated movies, and co-branded digital ads go live on April 16.