Impossible Mission
- Brand
- Mission: Impossible
- Year
- 2015
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- Paramount Pictures
- With
- UNIT9
Objective
Paramount needed to build heat for Mission: Impossible – Rogue Nation ahead of its July 30, 2015 release, pulling audiences back into the trailer and the film's plot before opening weekend. The campaign was built to travel through Facebook, with players recruiting friends into the story and sharing their progress to widen reach.
Solution
Players start on desktop, log in with Facebook to save their progress and pull friends into a team, then pair a smartphone as a second screen to play. From there they run three missions: gathering field intelligence, hacking a suspect's phone with touchscreen gestures, and cracking a safe inside the Syndicate's hideout via a CCTV feed. Each mission hands over a clue, which the player checks against a dossier of suspects, crossing off the innocent until only the mole is left. At the end they name the traitor, with every stage shareable to Facebook, Twitter, and Google+, and correct guesses entering the team into a draw for tickets to the film's Vienna premiere.
- 1
The game runs as a browser microsite paired with the player's smartphone as a second screen; signing in with Facebook is required to start, save progress, and recruit friends onto the player's team.
- 2
The premise casts the player as an IMF operative hunting a traitor inside the organization alongside Ethan Hunt, working against the Syndicate across a series of missions.
- 3
In the intelligence-gathering mission, watching the film's trailer and inviting a Facebook friend to join the operation each yield clues, with invited friends becoming teammates.
- 4
Clues are checked against a running dossier of suspect agents: any suspect whose biography matches a clue is cleared and struck from the list.
- 5
A phone-hacking mission has the player reproduce touchscreen gesture patterns on their smartphone within a time limit to break into a suspect's phone.
- 6
A safe-cracking mission shows the player a security-camera feed and a hidden safe, then has them dial its combination lock on the second-screen phone to extract secret information and further clues.
- 7
Throughout the missions, the player is prompted to share the gamified trailer on Facebook, Twitter, and Google+.
- 8
After collecting clues and narrowing the suspect list, the player submits a final accusation naming the traitor; a correct guess gives the player's team a chance to win tickets to the film's world premiere in Vienna.
