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!
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