Mission: impossible - Rogue Nation
Open the game- Brand
- Mission: Impossible
- Year
- 2015
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Puzzle
- Platform
- Mobile web
- Agency
- Paramount Pictures
- With
- UNIT9
Objective
Paramount Pictures and UNIT9 created an interactive promotional experience for Mission: Impossible – Rogue Nation's July 2015 theatrical release. The campaign aimed to engage audiences through an espionage-themed multiplayer game that directly aligned with the film's plot of identifying a mole within the IMF, driving pre-release buzz and theater attendance.
Solution
The campaign featured a responsive HTML5 microsite where players connected smartphones to team up with friends via Facebook and completed three progressive missions: Intel Collection (watch trailers and invite friends for clues), Phone Hacking (touch pattern sequences to eliminate suspects based on skills), and Vault Cracking (interact with CCTV feeds to unlock secret information). Players collaborated to cross-reference intelligence clues against suspect profiles to identify the traitor. Successfully identifying the rogue agent with invited teammates qualified players to win tickets to the Vienna film premiere. The experience integrated Facebook API for social connectivity and was playable across desktop and mobile devices.
Results
The campaign generated 65 million impressions across social platforms. No specific data regarding player participation rates or conversion metrics was published.
