MISSION: IMPOSSIBLE - ROGUE NATION
It was our mission. We chose to accept it. And we brought home an award.
With the imminent release of the latest Mission: Impossible, we were tasked with introducing a new generation of movie-goers to the legendary franchise.
Our response? A subversive ‘hack’ of Instagram. Initiates to #GoRogue were challenged to traverse multiple user accounts in a ‘choose-their-own’ Instagram adventure, with numerous paths to take and pitfalls to overcome. Quick-thinking fans criss-crossed bespoke gamified content, interwoven with bonus movie footage, in a desperate bid to complete their mission.
The resulting experience was a highly sticky piece of movie marketing that brought Mission: Impossible high stakes to life online, prompting a socially-native audience to engage with the blockbuster franchise narrative.
Head to @MissionGoRogue to accept this mission for yourself.