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Wolverine Global Home Entertainment Social Campaign: Declassified
Way To Blue & Jump! Creative
Feb. 18, 2014
Team members: Jennifer Winberg - US Director of Social Media, Way To Blue , Adam Abu-Nab - Social Strategy Director, Way To Blue , Douglas Triconi - President, Jump! Creative , John Lindstedt - Associate Producer, Jump! Creative , Jackson Lanzing - Creative Director, Jump! Creative , Julie Ryan - Executive Director Digital Marketing, 20th Century Fox Home Entertainment , Deborah Beckman - Digital Marketing Consultant, 20th Century Fox Home Entertainment, Kelly Oram - Digital Consultant, 20th Century Fox Home Entertainment, Jouvan Laali - Digital Marketing Director, 20th Century Fox Home Entertainment
About this entry
Following the Theatrical release of The Wolverine, the next phase for Fox was to make it the biggest Home Entertainment releases of the year. To do this the studio needed to re-engage with their existing fan base, but with a new content strategy that differentiated itself from the original. We utilized the 3.4MM FB fans and created a fully immersive experience creating brand ambassadors, driving sales, and reaching higher social metrics than before. By running social media analytics of the community we knew what content excited fans the most; the ‘lost years’ of Logan’s story. In fact, anything connected to conspiracy theories, rumors or fan folk lore about The Wolverine drove mass discussion (avg. 3x higher). 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 treasure hunt across 5 branded platforms.
The case for why this entry should win a Shorty
The Wolverine Declassified campaign exceeded in maximizing fan engagement and created a first for a home entertainment property. Wolverine was the first home entertainment campaign on the social platform Snapchat. In a 6-week period fans on Facebook grew 600K to over 4MM Likes averaging 10K fans per day. The exclusive content was seeded as a story spanning 5 social channels allowing uses to seamlessly transition from one to other while diving into the world of Logan through video, photos, key art, storyboards, and more. Over the course of the campaign we organically reached over 15m people, with an overall engagement rate of 10% (which is twice as high as competitor benchmarks). Most importantly, our social campaign helped 20th Century Fox convert expectation into sales by meeting their aggressive targets for the release – and ensuring The Wolverine was one of the biggest Home Entertainment titles of the year.
Client Quote: “Way To Blue delivered a social world-first for us in the industry, marrying in-universe content for fans with a unique seeding strategy across the Facebook platform. Through this innovation we saw extremely high engagement levels and reach.”