Wolverine

165 years of a life, declassified one file at a time.

When The Wolverine came to home entertainment, 20th Century Fox wanted the year's biggest release, and a fanbase of 3.4 million people who had already seen the film. The data told us something useful: posts about conspiracy theories, rumours and folklore around Logan earned three times the engagement of anything else. So we gave the fans a conspiracy.

The Wolverine: Declassified ran for six weeks as a treasure hunt across five platforms. Each week unsealed a new chapter of Logan's 165-year history through documents that looked like they had been pulled from a vault: Weapon X medical files, a security report on a Westchester train-station attack, a Civil War letter home written in henna ink on coffee-stained paper, a military journal on the properties of adamantium. Every piece was designed and written in-house at Jump!, and every piece led to the next.

It was also the first home entertainment campaign ever to use Snapchat, with sneak-peek reveals that disappeared, the way classified material should. Fans followed the trail from Facebook to Snapchat to Twitter to YouTube and back to the film's own site, and they brought other people with them.

In six weeks the Facebook page grew from 3.4 million fans to more than 4 million, around 10,000 new fans a day. The campaign reached more than 15 million people organically, with an engagement rate of 10%, twice the benchmark for competing titles. Fox called it the studio's most successful digital release to date, and the campaign won the Shorty Award for Best Social Media Campaign for Film, ahead of Anchorman 2, The Hunger Games: Catching Fire and The Purge.