We instigated a multi-platform campaign of recently ‘declassified’ documents about Logan’s lost years. We wove these pieces of historical content into the fabric of Facebook, using Timeline ‘milestones’ to upload material to the specific year it happened. With each week focusing on a different theme, we built an exciting treasure hunt that spanned nearly two centuries.

We also created a world-first Snapchat page for fans to preview leaked government information before it was seeded to Facebook. These assets were deleted after a few seconds, creating a greater level of authenticity and allowing super fans to uncover exclusive material first.

Our campaign organically reached 15,000,000 people, with an overall engagement rate of 9.8%. The community also grew by 10,000 fans daily. The Snapchat account was a movie first, becoming the most followed entertainment account on the platform, delivering 27,000 photo engagements.

The specific benchmarks against Theatrical were the most impressive however. Like-for-like stats in the week of launch showed our organic reach was 23% higher, including a viral reach 155% above targets. Ultimately, we helped Twentieth Century Fox convert expectation into sales, delivered all targets, and proved once again that Home Entertainment continues to set the bar for social innovation.