Case study

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X-MEN: DAYS OF FUTURE PAST FOR 20TH CENTURY FOX HOME ENTERTAINMENT

Social premiere on the evening of the Digital HD release

The Brief

To develop an engaging online ‘event’ effectively driving sales on the day of release

The Solution

Way To Blue engaged fans, key influencers and media outlets (including Yahoo Movies & Empire) to support this hugely successful online social premiere.A meticulously planned social content plan, including bespoke creative, was shared throughout the evening, as well as direct fan engagement & conversation. Social influencers additionally received a ‘viewing kit’ to encourage participation including popcorn, pizza and Quicksilver goggles. The hashtag #XMenDigitalHD was utilised across all comms and trended in the UK on the evening of the event. Hugh Jackman and Sir Ian McKellen also shared content specifically made for them on the evening, further encouraging fan engagement.

The Results

2,151 mentions of the hashtag, reaching over 63.2 million people