• X-Men: Days of Future Past Digital Content Campaign

    45
    media
    Alternative Media
    Professional
    Online Advertising
    Guerrilla Marketing
    Campaign

    Armed Mind (USA)
    www.armedmind.com


    Project Title: X-Men: Days of Future Past Digital Content Campaign
    Client or Class Name: Fox Home Entertainment - www.foxmovies.com

    2x Gold Winner
    Guerrilla Marketing Campaign Design & Online Advertising Design

    Thanks to superheroes battling twelve months a year at the box office, on television, and in games, comic-based IPs are fighting more than one another, but fan fatigue, as well.

    Facing this steady stream of super-powered competition, Fox Home Entertainment found itself with two objectives:

    • Activate the core for the digital release of X-Men: Days of Future Past
    • Attract the mass and grow the X-Men franchise through broad entry points

     

    STRATEGY:

    Armed Mind set out to create a plausible embedded digital content campaign littered in rabbitholes and reveals that would bring the “mutant problem” into today’s digital consciousness.

    OUTCOME:

    In just 3 weeks, the campaign produced a genetic-research think tank, embedded mutants, a nationwide sweeps that revealed fans’ “gifts,” and an underground anti-truth organization that unearthed a 3-decade conspiracy.

    The campaign produced:

    • 2 fictional organization on Tumblr
    • ~50 pieces of content:1 Video Codex
      • 2 local Bolivian TV segments, wholly in Spanish
      • 45+ transmedia docs
      • 1 “audio leak”
    • 391 UGC entries under #WeAreGifted
    • 5 genome sequencing winners
    • 2 social video accounts for “Quicksilver” on Vine/Insta
    • 6 “high-speed” videos shot with slow-mo cameras + green screen
    • 1 data breach “hack”

     

    Creative Team

    Fox Home Entertainment:
    Julie Ryan

    Fox Home Entertainment:
    Jouvan Laali

    Fox Home Entertainment:
    Jeremy Katz

    Armed Mind:
    Michael Rudin

    Armed Mind:
    Brian Oliu

    Armed Mind:
    Dan Martin

    Armed Mind:
    Alex DiGiacinto

     

    2015 Integrated Campaign Design Award Winner 2015 Best in Show Integrated Campaign 2015 Best in Show Integrated Campaign 2015 Best in Show Integrated Campaign 2015 Best in Show Integrated Campaign 2015 Best in Show Integrated Campaign 2015 Best in Show Integrated Campaign 2015 Best in Show Integrated Campaign 2015 Best in Show Integrated Campaign 2015 Integrated Campaign Design Award Winner

     

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