Digital MarketingStrategiesWolverine Unleashed Lets Fans Explore the Mutant Superhero Via Tablets

Wolverine Unleashed Lets Fans Explore the Mutant Superhero Via Tablets

The tablet-based experience allows movie fans to explore Wolverine’s physical features and the physiological and psychological causes behind them as the sixth movie in the franchise becomes available on digital HD.

Twentieth Century Fox Home Entertainment has launched The Wolverine Unleashed, an “immersive” digital experience that takes fans inside actor Hugh Jackman’s portrayal of the superhero mutant Wolverine.

The latest Wolverine flick, The Wolverine, was the sixth film in which Jackman played the character. This tablet-based experience coincides with the film’s digital HD release on November 19.

The Wolverine, which had a production budget of $120 million and was released in theaters in July, made $132 million in the U.S. for a total of $415 million worldwide, according to online movie publication and box office reporting service Box Office Mojo.

Digital agency Soap Creative worked with Twentieth Century Fox to create what it calls “an up-close-and-personal tablet web experience” of the actor and character in this and preceding Wolverine movies.

Soap says the experience gives fans “the ability to navigate a full-scale digital version of the Wolverine’s body, allowing them to explore his mutant powers and psyche” with close attention to Jackman’s interpretation of the character.

In other words, users can navigate through Jackman/Wolverine’s body parts, including eyes/ears/nose, brain, heart, DNA, muscles, claws and nerves, and click on elements like memories, nightmares and healing to find additional content like YouTube videos and concept art.

A Soap rep says Wolverine Unleashed allows users to interact on three levels: on the surface level, users can roam around Jackman’s body, locating hotspots; the mid-level appears as a medical scan; and, at the deepest level, users learn about the root causes and motivations behind every aspect of his character.

The rep also says the experience incorporates native touch-based gestures that consumers use on tables like pinch-and-zoom to navigate between the levels. It also uses the iPad’s gyroscope “to add extra depth to the UI elements when a user tilts their device whilst exploring,” the rep says.

While moviegoers likely know plenty about Wolverine after six films, the rep says: “There’s a lot more to his character, and Soap wanted to create an interactive experience where anyone, from diehard fans to newbies, can find out things they didn’t know — not just about his surface features, but the deeper causes behind those features — both physiologically and psychologically.”

Soap says it also worked with Twentieth Century Fox on Wolverine Experience Kiosks to promote the theatrical release. According to YouTube, these kiosks are an interactive augmented reality experience using Kinect for Xbox 360 that brought Wolverine’s superpowers into users’ hands.

Related Articles

How to avoid Shiny Object Syndrome to achieve influencer marketing success

Marketing How to avoid Shiny Object Syndrome to achieve influencer marketing success

8m Marcela De Vivo
What's so great about digital marketing anyway?

Asia What's so great about digital marketing anyway?

1y Sophie Loras
Apple strikes back at the Worldwide Developers Conference

Conference Coverage Apple strikes back at the Worldwide Developers Conference

1y Mike O'Brien
Throwback Thursday: Tribal WW's Jeff Cheong on the power of old school advertising in the digital age

Agency Spotlight Throwback Thursday: Tribal WW's Jeff Cheong on the power of old school advertising in the digital age

2y Sophie Loras
Comedy Central CMO: shareable or die

Conference Coverage Comedy Central CMO: shareable or die

2y Yuyu Chen
Why BT Sport is showing the Champions League final on YouTube

Events & Awards Why BT Sport is showing the Champions League final on YouTube

1y Tereza Litsa
How to use emotions to create viral, shareable video content

Asia How to use emotions to create viral, shareable video content

2y Sophie Loras
Why the reality of a virtual world is closer than we think

Asia Why the reality of a virtual world is closer than we think

2y Sophie Loras