Overview
Paramount Pictures partnered with Digital Media Management to create an immersive Snapchat experience for fans tied to the theatrical release of Mission: Impossible – Rogue Nation.
Mission: Impossible – Rogue Nation
To eventize the release of Paramount Pictures' Mission: Impossible - Rogue Nation, DMM took to Snapchat for a unique set of fan-tasked missions
Objectives
Our objective was twofold: generate increased awareness around Mission: Impossible – Rogue Nation‘s release, and create brand presence on the platform. We leveraged Mission: Impossible‘s other social channels by designing custom content promoting the Snapchat account, which helped boost the total number of followers. In the six weeks leading up the film’s July 31 release, we engaged fans by Snapping a variety of content, ranging from general engagement stills/clips, custom graphics, and trivia.
The final month of the film was dubbed “Mission Month,” with weekly Snaps featuring the film’s star, Tom Cruise, proving fans with exclusive missions (ex. “Film yourself running like Ethan Hunt,” “Vote A or B to reveal an exclusive clip,” etc.). This was met with resounding excitement from fans, and increased Snapchat engagement significantly.
Results
The Snapchat campaign was a massive success, creating large amounts of buzz around the release and activating the fanbase in new and interesting ways. We grew the Snapchat account from nothing to over 25,000, and the content posted garnered 65 million impressions.