Daredevil Tom Cruise’s Sixth Outing as the Iconic IMF Agent Ethan Hunt
Our mission (and, of course, we chose to accept it) was to deliver fun, action-packed digital PR and social campaigns for what would go on to become the most critically-acclaimed Mission: Impossible film yet.
For the sixth instalment in this legendary franchise, the focus was on its leading star, Tom Cruise and his breath-taking and all too real stunts. Action-focused AV assets – showing the famous moment the star broke his ankle – were syndicated far and wide and received broad pick up across news, film, entertainment and lifestyle press, while select clips were placed exclusively with key sites with large audiences.
Playing on the iconic “Your mission, should you choose to accept it…” line that has become synonymous with the franchise, Substance created light-activated mini mission boxes, containing one of six different ‘impossible missions’, provided to press at the junket and media outlets on release day.
This actually is impossible. #missionimpossiblefallout pic.twitter.com/5SlRBwKETU
— Yahoo Movies UK (@YahooMoviesUK) July 26, 2018
A robust talent interview schedule saw coverage across a wide range of media including Scroobius Pip’s Distraction Pieces podcast, BBC Arts & Entertainment Online, The Pool and GQ Online.
Our social team jumped on social trends and memes with community management, jumping on the “moustache-gate’’ hype surrounding Henry Cavill’s facial hair and inviting influencers including Love Island’s Eyal Booker to the movie’s UK premiere. Our team captured content on the ground at the premiere, which was received extremely positively on Paramount UK’s social channels.
Our mini mission boxes were posted on social by influencers and outlets such as Edith Bowman, Yahoo Movies UK and The Hook, while Eyal Booker’s social post from the premiere garnered over 38k likes and gained press attention from the likes of Mail Online.
Our social coverage from the premiere encouraged wider conversation around the event to reach a potential 129m online. Our coverage on Facebook and Instagram stories saw over 91k views in the space of 24 hours while coverage posted to Twitter gathered over 215k impressions and almost 12k engagements.
Mission accomplished.