Today is an exciting day for X-men fanatics in India. The sixth instalment in the X-Men film series ‘The Wolverine’ featuring Hugh Jackman as the Marvel Comics character Wolverine, is releasing today in 3D. This superhero movie will see the wolverine fight it out in Japan with samurais, ninjas and also an internal conflict with himself.
Presented by Fox Star India Studios, the movie – which had earlier created news when the director James Mangold had released a ‘tweaser’ on a Vine video instead of a trailer – is being promoted through a themed social media campaign with exclusive Wolverine goodies to be won.
The Wolverine Twitter fight
On Twitter, the campaign #IAmTheWolverine sports a fight between The Wolverine and his enemies, where users can help The Wolverine fight his multiple enemies with their tweets. The ultimate winner goes on to become The Wolverine and takes home his claw!
— Fox Star India (@foxstarindia) July 25, 2013
The rules are simple. Participants need to follow Fox Star Studios India on Twitter and tweet with the hashtag #IAmTheWolverine or in support of his enemies. Tweets also need to tell why the one you support should win and what makes you like that character. But, there are no goodies for supporting The Wolverine’s enemies!
Every tweet gets you a point and every retweet gets you 10 points. In Round 1, The Wolverine fights with The Ninjas and 25 lucky Twitter supporters who help The Wolverine win his official T-shirts. Tweets in support of The Ninjas need to be hashtagged as #IAmTheNinja. The Wolverine can beat the Ninjas with 1500 tweets hahstagged #IAmTheWolverine. The battles can easily be called as hashtag wars.
Round 2 is between #IAmTheWolverine and #IAmViper. Here the superhero needs 3500 tweets to beat Viper and 10 lucky winners will take home exclusive Wolverine pen drives. Round 3 is the final fight where The Wolverine faces The Silver Samurai and can beat him only with 5000 tweets in his support. The winner here becomes The Wolverine and gets the ‘claw’ too’.
Presently, the battle is in the last stage, as can be seen in the microsite. Along with displaying the live tweets, it also displays the top scorers of the game with their points. The contest T&Cs have also been listed here.
The 3-day battle that will conclude today has had #TheWolverine trending on the top 10 Twitter trends in India. The Twitter fight was also promoted on the Fox Star Studios India Facebook page, beginning with a cover page and latest updates about the movie. An app hosts The Wolverine contest, where fans need to watch the movie trailer to answer the question.
Innovative movie promotions, great prizes!
The Wolverine Twitter fight seems to be an apt campaign for an action-adventure superhero movie. Enabling the community to join in the battle with their tweets as weapons, giving away exclusive Wolverine goodies instead of smartphones and continuously engaging with them on the social media channels, form a formidable social media strategy.
Contests around the movie trailer also helps increase views on the video. However, I did not come across any contest till now that gave away movie tickets. Giving away a few hundred movie tickets could have been a good idea!
An apt concept, good execution and amazing incentives make up for the social media promotions of The Wolverine. What do you think about them?