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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