Best Social Media Campaign on ‘The Wolverine’

Best Social Media Campaign on ‘The Wolverine’

We are delighted to announce that Way To Blue and Jump! Creative, in partnership with Twentieth Century Fox Home Entertainment, have been awarded Best Social Media Campaign for Film, at the Shorty Awards in New York.  The award was for the global home entertainment campaign for The Wolverine.

This year’s Shorty Industry Awards recognized the best campaigns and social media leaders of 2013, and The Wolverine home entertainment campaign faced stiff competition from excellent theatrical film campaigns such as Paramount Pictures’ Anchorman 2: The Legend Continues, Lionsgate’s The Hunger Games: Catching Fire, and Universal Pictures’ The Purge.

The overall goal was to re-engage with The Wolverine’s existing fan base, with a new content strategy that differentiated itself from the original theatrical campaign. Way To Blue utilized the 3.4 Million Facebook fans and created a fully immersive experience with the help of brand ambassadors to drive sales, and reaching higher social metrics than ever before. By incorporating social media analytics and listening around the fan community, Way To Blue had insight on what content would excite fans the most; the ‘lost years’ of Logan’s story. This insight inspired the idea, ‘Wolverine Declassified’; a multiplatform social campaign of recently declassified documents about Logan’s life (all 165 years of it) that fans searched for and discovered in a social media storyline across five branded platforms.

The ‘Wolverine Declassified’ campaign exceeded in maximizing fan engagement and created a first for a home entertainment property. It was also the first home entertainment campaign that utilized content play on the platform Snapchat, offering sneak peek reveals to fans. In a six-week period, fans on Facebook grew from 3.4 million to over 4 million, averaging 10k new fans per day. The exclusive content was seeded as a storyline spanning five social channels.  It allowed users to seamlessly transition from one platform to another while diving into the world of Logan through video, photos, key art, storyboards, and more. The campaign organically reached over 15 Million people, with an overall engagement rate of 10% ensuring The Wolverine was one of the most successful home entertainment titles of the year across Blu-ray, DVD and Digital HD.

Mary Daily, President and CMO of Worldwide Marketing, Twentieth Century Fox Home Entertainment said of the project: “We are incredibly proud of the phenomenal response to the ‘Wolverine Declassified’ social campaign, equally from the fans and the Shorty Award win. The fans are always at the core of our strategy, and we want to engage with them in original and unexpected ways, while remaining authentic to the X-Men cinematic universe.”

Adam Rubins, CEO of Way to Blue commented, “I am extremely proud of the team here at Way To Blue. Not only did they deliver an extremely innovative social media campaign across multiple platforms, they also ensured that all the campaign proposals were underpinned by insight and data, showing our core pillars of ‘Listen Think, Amplify, Engage,’ in action.  We are very proud of our long-standing relationship with the Twentieth Century Fox Home Entertainment team and delighted to have our work for The Wolverine recognized at such a prestigious event. Our team deliver campaigns that are not only highly effective in terms of commercial and performance targets, but also in terms of delivering true innovation. It is great to have our work recognized in this way by The Shorty’s.”

You can follow The Wolverine on Facebook here:



For more information contact:, Executive Director of Public Relations, Twentieth Century Fox Home Entertainment, PR Director, Way To Blue (US), 310.689.7323, Communications Manager, Way To Blue (UK), 020 7749 8428, PR Consultant, Jump! Creative, 323 230 0386


Way To Blue is a global integrated communications agency, delivering insight led strategy and creativity for clients across the film, entertainment and retail industries.


Jump! Creative is an award-winning entertainment marketing and production company specializing in digital content, TV production and creative development for studios, brands and independents. 


Twentieth Century Fox Home Entertainment is the industry leading worldwide marketing, sales and distribution company for all Fox produced, acquired and third party partner film and television programing. Each year TCFHE expands its award-winning global product portfolio with the introduction of new entertainment content through established and emerging formats including DVD, Blu-ray™ and Digital HD™. Twentieth Century Fox Home Entertainment is a subsidiary of 21st Century Fox.