Twentieth Century Fox Home Entertainment

Creating a movement to drive sales


The Challenge

Create buzz, excite audiences and mobilise fans to drive sales of Fox Home Entertainment’s ninth X-Men title, X-Men: Apocalypse, in a market saturated by comic book blockbusters with just four weeks’ lead time.

The Solution

HWBK created a compelling two phased, 360-degree integrated, insights-based strategy which encouraged both fans and everyday Aussies to ‘Discover Your Inner Mutant’, with activity spiking around digital and DVD &Blu-Ray release dates.


To drive excitement and downloads, a rich content-driven campaign featuring a bespoke ‘Mutant School for the Gifted’ website and supporting personalised collateral were delivered. Locals were also invited to discover their mutant powers through an interactive quiz, backed by nimble spend and targeting.

A second wave of social and content activity built momentum to the film’s physical release on ‘Mutant Day’, which was amplified by 10 key brand and influencer activations and a supporting media campaign, executed by Fox Home Entertainment and its partner PR agency.


Thank you to everyone for all your work on this activation against very tight time-lines, it was a true team effort with great results.

Kristen McGrath, Associate Director of Publicity and Promotions

The Result 

A trending Twitter topic on Mutant Day, the campaign’s social engagement rate (2.8%) surpassed the industry benchmark (0.5%) and overall global reach exceeded a massive 55 million. The mutant quiz was completed over 2,000 times and more than 1,500 people enrolled to the mutant school online. The campaign saw day one sales exceed expectations by 17.5%, with Fox Home Entertainment now showcasing the project as best practice internationally.


History Will Be Kind also won:

Comms Con 2017 – Finalist Social and Digital Campaign of the Year

AMIA 2017 – Finalist Social and Content Campaign of the Year



ICC Sydney