Both Brazil and Argentina, countries in which the action took place, the growth in popularity in the last year of the so-called "YouTubers" aroused great attention among children and adolescents. They are young people who are shot either playing video games, making representations or telling stories on camera and then upload them to your social networks where millions (yes, millions) of fans reproduce, comment and then share those videos in their own social networks . That is why it became an ideal platform for creating branded content, as budgets brands are getting lower and these characters became a media themselves. In many cases, cheaper and with a longer range than traditional media.

First we posted teasers on Facebook calling all those had a Vine account and had some "special power" they were alert. A few days before, we told them on movie's premiere day, Zack King (a VFX Vinestar) would show his mutant powers. On opening day, Zack released his first X-Vine video showing himself opening a jar like Wolverine. Next day a Facebook post of Wolverine answered Zack from Fox's fanpage. A week after, Zack made more Vines with Magneto's powers and Xavier's powers. Then Zack's followers made their own X-Vines.

With a low budget and simple implementation idea, we made our audience be part of the world of X-Men. We made them laugh watching the King Zack Vines and inspired them to make their own Vines showing the world their six seconds of superpowers. That was how we obtain, among other things, organic 4,455,026 views in 7 days, 168 316 new fans on Facebook, 6,737 shares, 4,990 views #xvines on MTV ads and the creation of a new generation of X-Men: X-Vines. Who began to organically generate their own content from the contents carried by Zack King.