Fans of Tom Cruise and director Brad Bird are being encouraged to unlock a first look at exclusive footage from their upcoming tentpole Mission: Impossible – Ghost Protocol by sending a tweet with the hashtag #mission.
Each person who tweets or updates their Facebook status accordingly will see the message appear on a rolling scroll on the movie’s official site, and his or her icon will get added to a mosaic. A gauge indicates how close fans are to “completing the mission” and making the content visible.
Paramount Pictures has decided to label this initiative as the “Flock to Unlock – Be a Part of the #Mission” campaign. Amy Powell, president, Insurge Pictures & Paramount Digital Entertainment and executive vice president, Interactive Marketing, said it was “an exciting way” to engage fans of the franchise by tapping in to their existing social networks.
In November, Paramount and web-based game company Funtactix released Mission: Impossible The Game, the franchise’s official social game, which rewards achievements and cooperative gameplay with real-world prizes.
Mission: Impossible – Ghost Protocol will reach U.S. IMAX screens on Dec. 16, then will open wide on Dec. 21. Paramount has opted for a staggered international release schedule.