X-Men: Days of Future Past Digital Campaign
20th Century Fox / 2014
GOAL: Build anticipation for a high-stakes, time-jumping X-Men film, engage a global fan base through immersive digital storytelling, and support pre-sales while amplifying launch momentum across social platforms.
Challenges
Translating a complex narrative across decades into social and digital content
Coordinating messaging across multiple fan segments and platforms
Maximizing reach ahead of global release through earned and partner media
Approach
Led social strategy and campaign planning in collaboration with creative directors and copywriters
Developed content calendars and concepted platform-specific content blending mutant lore with real-world history to fuel engagement
Launched an EPK hub connecting all film assets—trailers, bios, stills, and downloadable press kits
Pitched promotional concepts to secure third-party endorsements and fan community buy-in
Maintained global rollout pacing with tailored content to align with release territories
Outcome
“25 Moments” and EPK site widely shared and cited across press and fan platforms
Social buzz and digital content directly contributed to pre-release hype and theater sell-outs
X-Men: Days of Future Past became a global box office success
Campaign praised as a benchmark in superhero film digital marketing
