X-Men Days of Future Past Think a Win Promotion

In May 2014, the Daily Mirror ran the ‘Think-a-win’ promotion to support a new film launch: X-Men Days Of Future Past. Readers could interact by placing the thermographic (heat reveal) panels against their foreheads, revealing codes to try and match with those published in the newspaper. The ‘Think-a-win’ mechanic replicated the thinking powers of one of the main characters in the film – Professor Charles Xavier. This promotional card was also accompanied by X-Men Days Of Future Past branded Virgin trains and front page coverage in the newspaper. Prizes included cash, train tickets and X-Men merchandise.