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Fox Wins Webby for 'X-Men' Campaign

28 Apr, 2015 By: Stephanie Prange

20th Century Fox Home Entertainment has won a Webby Award for social media in the entertainment category for its X-Men: Days of Future Past “Mutants Are Among Us” campaign.

The Webby Awards honor excellence on the Internet.

With the three-week "Mutants Are Among Us" campaign, Fox Home Entertainment and Armed Mind set out to create a plausible embedded digital content campaign littered in rabbitholes and reveals about the "mutant problem.”

For the campaign, marketers created two fictional websites and fictional organizations, such as a fake genetic research think tank looking for mutants. They seeded the campaign with conspiracy theories, including a three-part Kennedy conspiracy.

Using Instagram, Vine, Tumblr, Imgur, YouTube and Reddit, among other sites, the marketing effort achieved a total reach of 150 million and became Fox Home Entertainment’s most successful digital content viral campaign ever.

Working on the campaign were Fox’s Julie Ryan, executive director of worldwide digital marketing; Jouvan Laali, director of worldwide digital marketing; and Jeremy Katz, producer of worldwide digital marketing; as well as Armed Mind’s Michael Rudin, Alex DiGiacinto, Brian Oliu and Dan Martin.

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