YOU'VE BEEN ACCEPTED TO XAVIER'S

YOU'VE BEEN ACCEPTED TO XAVIER'S

A Gifted School for Gifted Youngsters

XAVIER'S SCHOOL FOR THE GIFTED IS NOW ACCEPTING X-CEPTIONAL FANS

With the Apocalypse imminent, the world needed a new generation of heroes. Our solution? Welcome fans directly into the newest class in Xavier’s School for Gifted Youngsters.

Our thesis: With the Apocalypse imminent (well… the release of X-Men: Apocalypse was imminent), the world needed a new generation of heroes. To recruit them, we established Xavier’s School for Gifted Youngsters, and committed ourselves to teaching top fan talent the art of heroism.

Our school of thought:

  • 1. Celebrate the Blu-Ray and digital release of the film by making Xavier’s School real.
  • 2. Excite fans like never before by turning them into students and further building the X-Men world.

By surprising influencers with actual physically-mailed admissions packets and distributing bona fide assets like a “Campus Welcome Video,” Campus Map, and Class Syllabi, the campaign brought higher education off-campus and into the real world.

X-Men: Apocalypse Home Release Campaign
Client
Fox Home Entertainment
Project
X-Men: Apocalypse Home Release Campaign
What We Did
  • PR Campaign
  • Social Strategy
  • Graphic Content
  • Gif Content
  • Video Content
  • Copywriting

OUR REPORT CARD

By bringing Xavier’s School to life, we brought the campaign to life, activating core X-Men fans and generating buzz amongst the casual with a campaign that spanned physical, social, digital, and video.

Results
  • 21 THOUSAND Likes
  • 513 THOUSAND Views

Total Reach:

110MM EARNED IMPRESSIONS

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