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.
Client Fox Home Entertainment
Project X-Men: Apocalypse Home Release Campaign
What We Did
- PR Campaign
- Social Strategy
- Graphic Content
- Gif Content
- Video Content
WELCOME WEEK PACKET
Congratulations, new students! Influencers were surprised with physical acceptance packets, complete with scholarship certificates, school pride bumper stickers, course calendars, and more.
In addition to posting online via PR exclusives and on X-Men’s social accounts, hundreds of personalized Welcome Packets were mailed to editors and writers, resulting in social coverage, “opening” videos on YouTube, and more.
IGN, Crave, Uproxx, Cinema Blend, Fanboy Nation, and more all gave the campaign’s easter eggs, 80’s style and authenticity top marks and tons of positive coverage.
For nervous fans eager to learn about the school, we produced a bitchin’ 80s welcome video introducing them to the campus. Using solely in-film assets, the campus video humorously showed fans all the different features around Xavier’s, from extracurriculars and academics to what was available in the cafeteria!
Remember transparencies? Our campaign brought that classroom staple back to life by publishing the coursework at Xavier’s, including course excerpts on the Threat and Origin of Apocalypse. The course syllabus made one fact abundantly clear: There are no easy A’s in Professor Mystique’s classes.
To celebrate the new characters re-entering the X-Men franchise, we posted rad Character Profiles across all social networks. Made in the vein of “Video Yearbooks” from the 80s, each included the mutant student’s “Quote”, “Extracurriculars”, and “Most Likely To…” Superlative.
MAP OF SCHOOL GROUNDS
Rushing from class to class can be stressful (unless you can teleport like Nightcrawler). Printed on card-stock, the campaign developed a double-sided Campus Map which detailed each room of the Xavier Mansion and the campus grounds to help fans navigate their new school.
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.