Paramount Pictures worked with Spinnaker to create a YouTube masthead around the release of Mission Impossible: Rogue Nation. Spinnaker tell us about the project.
The Challenge
Our objective was to create a concept for a YouTube masthead that would run on the day that Mission Impossible: Rogue Nation was released. It needed to leverage the film’s stunts and talent, and inject the action and intensity into the audience at home.
The Strategy
Listening to cinema goers online informed us that they were yearning for a really explosive, stunt-filled action flick. They wanted to be completely immersed in the movie before release.
Helping to stir their excitement whilst keeping in line with the film’s brand, we proposed a game around the film’s most publicised stunt—Tom Cruise hanging from the side of a plane during takeoff.
Execution
We capitalised on the stunt’s social popularity and recreated it as the world’s first 3D, Web GL game in a YouTube masthead which ran on the YouTube homepage for the whole day.
After a short intro, viewers were invited to expand the YouTube masthead unit and play the game. Maneuvering the character left and right enabled the user to collect all the tokens, whilst narrowly missing the objects hurtling towards them.
If all seven tokens were collected in just under two minutes, the challenge was successfully completed. Once the user passed this stage, the plane door they were hanging on to would open.
This exhilarating game not only brought to life the action of the film, but also allowed the user to share the game amongst fellow Mission Impossible-lovers and friends. Within the masthead, we also featured additional video content, clips and a ticketing app.
The Results
Interaction rate came in at 7.25 per cent, blowing all industry benchmarks out of the water (seven times higher than the usual benchmark of 1.47 per cent). Over 32m impressions were delivered across mobile and desktop, resulting in the 30-second intro video receiving a total of four million completed views.
A click-through rate of 0.44 per cent came in four times higher than the general benchmarks of 0.11 per cent. A total of 35,609 unit clicks were recorded, as well as an average dwell time of 1.43 minutes.