As a plot point to the Deadpool sequel, Deadpool assembled a team of mutants to form the X-Force. But one of the recruits wasn't a mutant at all… aside from having type 2 diabetes. His name was Peter and Peter was… well, average. But in the most spectacular way. Our goal was to build buzz around the X-Force and the movie by proving to the world that Peter was the relatable, everyman hero they needed. He couldn't just be another member of the team. We needed to transform him into a cultural icon.

During his first movie, Deadpool’s Twitter account made headlines by following only one other handle: Hello Kitty. Why? Because she represents friendship and togetherness. And Deadpool absolutely adores that shit. So when Deadpool 2 rolled around we wanted to make a splash with his second follow. We knew this person had to be wholesome, endearing and family-friendly. Peter was the perfect choice, but he didn’t have his own Twitter account. So we set one up, created his backstory and started tweeting. Shortly thereafter, Deadpool clicked “follow” and people became…Obsessed. Yeah. That’s the right word.

We initially began by working with the filmmakers to figure out just who the heck this guy really is. Peter had been given some great dialogue for Deadpool 2, but no one had ever stopped to ask the guy about his home life. Or his passions. Or his goals. We knew that if we wanted diehard Deadpool fans to relate to him, we needed him to open up to them in a big way, so we created his persona completely from scratch on Twitter. We gave Peter a hot wife named Susan. And then we gave her an even hotter personal trainer named Gus. We developed a hobby for Peter to pour himself into: Beekeeping. Peter was now a proud apiarist and he had a lot to tell the world about his winged, honey-producing friends. And of course, he had even more to say about his new friends… the X-Force.

We made Peter a Twitter account, clicked follow from the Deadpool 2 movie account and then watched his popularity skyrocket. Peter posted behind the scenes shots of X-Force training, photos from his day and random thoughts... We quickly realized that one platform wasn't enough to contain his growing celebrity status. So, we partnered with LinkedIn and made him a profile. We developed a work history, making him a salesman for Excalibur Cutlery Co. Which, for diehard Marvel fans, happened to be a giant tease that Peter was actually famed super-powered secret agent, Peter Wisdom. He wasn't, but we knew comic fans loved to dig for easter eggs (and dig they did). We posted Peter's thoughts about Mondays and "bee-ing" positive and thought-leadership articles about a comfortable work/life balance. Peter connected with new friends by the thousands who endorsed him for his skills, wrote him references and even offered him jobs.

In the first 24 hours of launching Peter's Twitter account, he accumulated 36K followers and 15K+ social mentions with press absolutely swarming around the humble beekeeper. Mashable, The Hollywood Reporter, and AV Club were just a few of the publications to write about our ordinary apiarist. While Peter's Twitter following ballooned past 130K followers, he also gained 10K connections on LinkedIn. A fandom developed and along with it came fan art, cosplay and excited tweets. Peter was interviewed for Playboy and Birth.Death.Movies and 20th Century Fox even put more of him into later Deadpool 2 trailers in response to his increased popularity. With over 68 million impressions and 3 million engagements, he was arguably as popular as Deadpool himself. Our campaign had taken Deadpool's "sugar bear" and transformed him into a cultural phenomenon contributing to the record-breaking $125 million single-day box office record for an R-rated movie.