When Disney announced X-Men '97, it had been almost 30 years since the original series flooded TV screens nationwide. For this campaign, our goal was to win over longtime fans with 90s nostalgia while creating a high-impact social presence that convinced new viewers to join the team.
We proved our authenticity to legacy fans with a campaign-wide retro aesthetic that transported followers back to the 90s. With our point of view firmly established, we created a series of assets designed specifically to spark conversation amongst our core fans.
X-Men ‘97 features a continuous storyline that picks up right where the original series left off. Making sure fans were up to speed for ‘97, we transformed our Instagram account into an interconnected mural featuring recaps of every previous season of X-Men. Extending into the season, we released “Previously on X-Men” videos that recapped each new episode and kept fans engaged and sharing their love for the series.
Throughout the campaign, we highlighted the series' best moments with custom videos and interactive static posts, targeting key talking points in the community. Our X-Men ‘97 campaign wasn’t just a place to learn about the show – We created a space for fans to join together, celebrate, and share their love of X-Men with a new generation of fans around the world.
Our campaign revitalized conversations and the fanbase of both X-Men and Marvel, assuring the community’s most vocal critics that their favorite characters and stories were in good hands. Over the course of the campaign, we shifted conversations towards the show’s success, marking the highest rated Marvel show of all time with 99% on Rotten Tomatoes.
X-Men truly owned the moment, earning Emmy nominations and positive fan sentiment across the world. The series launched to uncanny praise from fans and an instant season 2 & 3 renewal.
