The blockbuster movie, X-Men: Days of Future Past presented an alternate, untold history of its world spanning from the 1970’s to 2020. Ignition developed a series of transmedia experiences to illustrate the dramatic and terrible conflict between mutants and humans that took place during this time, with content that blended fiction with reality in an entirely new way.
To excite audiences for X-Men: Days of Future Past, we created a comprehensive launch campaign that included a giant Sentinel head at Comic-Con, a cache of online content built around the film’s evil mega-corporation, and a corporate lifestyle commercial that established the company’s sinister agenda. With no paid media, the film’s launch campaign took the web by storm, garnering over three million video views and over 400 million social media and editorial impressions in one week.
Ignition took audiences back half a century to the assassination of John F. Kennedy with The Bent Bullet, a narrative experience that put a new spin on one of history’s most popular conspiracy theories.
The event kicked off with a micro-documentary that hinted at the mutant Magneto’s involvement in the president’s assassination, and led audiences to a website where they uncovered additional details through historical photos, long-form editorial content, a detailed recreation of the assassination, and a 3D walkthrough of Magneto’s “plastic prison.”
The campaign was timed to launch around the 50th anniversary of JFK’s assassination through an exclusive partnership with pop culture website, The Nerdist.
The last 50 years have been a particularly tumultuous time for the mutants living among us. On the 25 Moments site, fans experienced the most defining events that took place during this historic period, providing fans with an in-depth history of how the dystopian future depicted in the film came to be.
X-MenMovies.com featured interactive keyart, dynamic update modules and connected all the social and digital experiences for the entire campaign.
FWA Site of the Day
Clio Key Art