What's Your Hidden Mutant Power?
- Brand
- X-Men
- Year
- 2016
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Quiz & Trivia
- Platform
- Web
Objective
20th Century Fox needed to keep X-Men fans engaged through the final weeks before Apocalypse hit theaters, turning a countdown into something people would actively revisit. A personality quiz gave fans a reason to relive the franchise's key moments rather than just watch another trailer, and a shareable payoff meant the campaign could spread through fans' own social feeds at no extra media cost.
Solution
Landing on whatsyourmutantpower.com/quiz, the player is walked through a series of questions, each one set against a looping video clip pulled straight from the X-Men films rather than a static background. Instead of clicking through a plain list of radio buttons, the player moves through the quiz via an unconventional navigation flow built around the video moments themselves. Answers steer the player toward one of six X-Men characters — Mystique, Wolverine, Magneto, Professor X, Dr. Jean Grey, or Quicksilver — each tied to a specific hidden power. At the end, the player's result appears as a cinemagraph: a near-still frame from the film with one element quietly in motion, ready to post straight to social media.
- 1
The player lands on the quiz's dedicated page, titled "X-Men: What Is Your Hidden Mutant Power?", inviting them to discover which mutant power lies hidden inside them.
- 2
Each question appears layered over a moving video clip pulled from the X-Men films rather than a static image, and the player picks an answer to advance, with a distinctly animated transition — not a simple scroll — carrying them into the next question.
- 3
Once the series of questions is complete, the player is matched to one of six hidden mutant powers, each tied to a franchise character: Mystique, Wolverine, Magneto, Professor X, Dr. Jean Grey, or Quicksilver.
- 4
The result is delivered as a cinemagraph — a still frame in which only one element moves — serving as a personalized visual card for the player's power.
- 5
The player can share that cinemagraph result directly to social media, with sharing built into the result format itself.
- 6
The whole experience, from questions to result, works identically on desktop and mobile, with vertical layouts for the question and result screens on phones.
