The Hanes X-TEMP product line is based upon a simple human truth: we all have stressful situations every day, and strive to stay comfortable and keep our cool.

We believed superheroes would inspire men to stay cool and comfortable under pressure with Hanes X-TEMP, without getting too serious and alienating our humor-loving, millennial guy.

We then asked ourselves, which group of superheroes would be the perfect partner for X-TEMP? Marvel Comics’ widely popular franchise, the X-MEN, of course.

Timing was perfect as the movie X-MEN: Apocalypse was slated for release on May 27, 2016 and this was a franchise that highly resonated with millennial men. A campaign platform was born.

Hanes partnered with FOX on X-MEN: Apocalypse and we created an integrated marketing program timed to the May theatrical premiere, and October home theatre release.

The campaign elements allowed Hanes to tell the X-TEMP story using X-MEN characters:

• Retail: Customized Hanes X-TEMP/X-MEN: Apocalypse off-shelf product display units at key retailers. Hanes also created a limited-edition X-MEN: Apocalypse T-shirt within X-TEMP boys T-shirt packs at Target.

• PR/Guerrilla marketing: Leveraged San Diego Comic Con, a popular consumer show for millennial guys, to drive awareness via product sampling shirts and coupons. The activation coincided with the film’s home entertainment release.

• TV Advertising: Created a :30 TV ad featuring characters and elements from the movie.

• Social: Developed and deployed Facebook and Twitter posts to coincide with the May and October releases as well as Twitter homepage skins.

• DTC Sweepstakes: Conducted a Magneto Collector’s Edition Helmet sweepstakes at Hanes retail stores and on Hanes’ social channels.

The integrated marketing campaign and film partnership with X-MEN: Apocalypse helped drive substantial incremental sales for X-TEMP. More than 1,000,000 packages were shipped to key retailers during the May theatrical premiere timeframe. We sold-in 8,735 additional off-shelf display units (i.e., pallets and end-caps with co-branded signage and product.)

The program created a new selling period and promotional window for Hanes. Hanes’ top selling seasons and promotional windows are back-to-school and holiday. This campaign created a new annual selling season, and made such an impact, the Hanes brand team will continue its entertainment marketing strategy in spring 2017 and beyond.

Awareness of Hanes X-TEMP increased by 45% in 2016 with the X-MEN: Apocalypse program being the most significant component of X-TEMP’s marketing efforts.