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“Wolverine” creates an alternate reality campaign on Twitter to whip up viral frenzy

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Wolverine-1Movie Studios have resorted to Social media in the past to build awareness about new movie launches, create greater user engagement and used social media to get feedback and insight. Facebook has been used extensively for the purpose but this time Fox Star India used Twitter to host an alternate reality campaign to generate hype around the film “Wolverine”.

The Hugh Jackman starrer “Wolverine “is the first movie to be promoted on the social media platform Twitter in such an aggressive manner. The movie which released in India on July 26 by Fox Star India, held a screening for 100 Twitter at is who are popular on Twitter. The Wolverine Twitter battle, the first of its kind was launched two days before the release. The live feed twitter battle saw people tweet and defeat Wolverine’s enemies.

Wolverine-2There were other elements to this campaign too. The “Wolverinize yourse booth” enabled people to click a picture and get the Wolverine look to be shared to Twitter. Fans could also click their pictures with Wolverine’s claws and share those on Twitter as well. Fans were given a visual representation of their every tweet and the idea stemmed from the insight that every fan wants to be the powerful Wolverine and fight the other mutants that appear in the movie. Thus, the twitter Wolverine army were continually fighting for him in the application with their tweets, enabling the hashtag #I Am The wolverine to instantly be the top trend within just a span of few hours, creating a viral frenzy!

Wolverine, directed by James Mangold works as a stand-alone superhero film and is the sixth in the X-Men series.

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Neeta Nair

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