A 3-WEEK CAMPAIGN THAT MADE MUTANTS REAL

A 3-WEEK CAMPAIGN THAT MADE MUTANTS REAL

Marketing Campaign

HOW DO YOU MAKE SUPERHEROES REAL? LEGITIMIZE THE SEARCH FOR THEM.

With “Mutants Are Among Us,” Armed Mind and Fox Home Entertainment created a plausible embedded campaign littered with rabbitholes and reveals that brought the “mutant problem” into today’s digital consciousness.

With superheroes battling on screens big and small all year long, the home entertainment release of X-Men Days of Future Past found itself facing two key challenges:

  1. 1) Reactivate a dormant core audience with compelling narrative
  2. 2) Broaden the franchise base to a new superhero-agnostic audience

The solution? A 3-week digital content campaign that made mutants real, and made believers in make-believe.

X-Men: Days of Future Past Viral Marketing Campaign
Client
Fox Home Entertainment
Project
X-Men: Days of Future Past Viral Marketing Campaign
What We Did
  • Digital Strategy
  • Marketing Campaign
  • Video Content
  • Transmedia
  • Social Content
  • Websites
  • PR

THE MOST SUCCESSFUL DIGITAL VIRAL CAMPAIGN IN FOX HOME ENTERTAINMENT HISTORY

With the core attracting superhero-agnostic and casual fans throughout all 3 weeks of the campaign, “Mutants Are Among Us” reached tentpole engagement across all metrics to become the most successful digital content viral campaign in Fox Home Entertainment history.

Results
  • 140 Million In PR Reach
  • 12 Million In Social Reach
  • 2 Million Clicks
  • 200 Thousand Likes
  • 300 Thousand Video Views

Total Reach:

155,000,000

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