2023 | NEW ZEALAND | DIGITAL CAMPAIGN | paramount pictures | tvnz

PROMAX ANZ 2023 - GOLD BEST SPONSORSHIP/BRAND PARTNERSHIP

Mission impossible dead reckoning

Trailers are skippable. But not when it involves yourself.

Instead of just promoting the release of Mission Impossiple: Dead Reckoning. We turned TVNZ+ into the first step of the mission itself.

A campaign that transformed viewers into recruits. A TVC delivered the initial briefing -inviting audiences to accept their mission. From there, TVNZ+ data identified engaged viewers and re-targeted them with follow-up TVCs, unlocking the next stage of the experience. Clues were also hidden on the streaming platform.

Viewers that got re-targeted with a QR code completed the mission and entered into a draw to attend the premiere of the film.

For the first time on TVNZ+, we used viewers' data to bring them into the experience itself. Turning passive viewing into active participation and inviting them into the Mission: Impossible universe.

I led this campaign from concept through to production and final delivery. Including building the microsite, show page and working closely with media planners to bring the idea to life.

Viewers were taken to a site through the QR codes. We also hid a path to entry a show page on TVNZ+ amongst trailers and behind the scenes content.