20th Century Fox - X-Men FM

Ahead of the release of the seventh installment of the successful X-Men franchise, Days of Future Past, we wanted to create another box office blockbuster, and needed to look beyond loyal fans and create excitement amongst non-fans. So, for one day only, XFM became X-Men FM.

All station imaging for the day (trails, jingles and idents) were re-recorded as X-Men FM, with bespoke changes woven into the sound and branding of the station. This included the weather being sponsored by the X-Men character, Storm; to a new station logo and redesign of the XFM website. The station name was changed on the Electronic Programme Guide (EPG) on DAB and car radios, and the X-Men FM logo was visible on Twitter, Facebook and the new X-Men FM website.

The highlight was working closely with 20th Century Fox, to negotiate access to the film’s cast, securing exclusive on-air and online content from the likes of Patrick Stewart, Ian McKellan and Michael Fassbender. Wolverine himself, Hugh Jackman, agreed to co-host the breakfast show on the day. However, we didn’t stop there; we hijacked all the ads by creating our own X-Men versions, so they sounded like regular ads but with content based around the film’s story and characters.

Additionally, listeners were able to enter a competition to win a trip from Tokyo to Hollywood, and in doing so, would pass back through the International Date Line and literally travel back in time... just like the heroes of the film!

by Vizeum - Read more