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

Next Case Study
Atomic Blonde Logo View

Our Causes

Armed Mind is, technically, a service company. We serve our clients, their fans, and the missions that bring them together. But we’re in awe of those teams who truly serve. Click below to learn how we’re supporting non-profits and how you can get involved.

Learn More