X-MEN: APOCALYPSE was the follow up to the critically acclaimed smash hit X-MEN: DAYS OF FUTURE PAST and deserved a stand-out partnership that would match the anticipated release…

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THE CLIENT BRIEF:

20th Century Fox in Australia decided to partner with Frucor Beverages energy brand for their latest X-Men release and wanted to extend this partnership over to New Zealand.

With over a year’s worth of planning, the trans-Tasman partnership with X-Men: Apocalypse and Frucor V aimed to deliver an innovative and never-before-seen campaign that required collaboration across the ditch.

With amazing materials to play with, our job was to ensure that the partnership in New Zealand was given the energy it deserved – through delivering an integrated campaign across multiple platforms and working collaboratively with the partner and their agencies to support the promotion.

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THE IDEA:

The integrated brand partnership between X-Men: Apocalypse and Frucor V in New Zealand included: promotion, prizing, product development, a BTL campaign, ATL campaign support, event partnership and behind the scenes experiences.

The campaign played on the theme of the X-Men’s mutant power.

For example, inspired by one of the movie characters Quicksilver, Frucor V created a limited-edition V Morph Bottle encapsulating a never-before-seen interactive silver drink using edible quicksilver glitter, plus special edition cans of V Energy featuring X-Men characters and promotional codes that unlocked prizes landed on store shelves across the country. Whilst Frucor V created a bespoke app - called "Mutate Yourself" - which enabled users to mutate themselves into their favourite X-Men member and post their results across social media channels.

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THE PARTNER OBJECTIVES:

Leveraging the high-energy and iconic X-Men IP was an opportunity Frucor V couldn’t afford to miss. The exclusive co-branded product created instant stand-out on shelf to grab the attention of in-store shoppers, whilst the wider campaign meant their target audience was hit with a relevant and appealing message around the launch of the much-anticipated film.

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THE RESULTS:

A win-win for all through a successfully integrated campaign across multiple platforms, an interactive campaign on social media and collaboratively working with the partner and their agencies to support the promotion through winner management.

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