Creating a movement to drive sales
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.
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.