Paramount Pictures Boosts Impossible III via Interactive Scavenger Hunt
Paramount Pictures is building buzz around the latest installment of the Mission: Impossible franchise with an online scavenger hunt that gives fans clues to story lines in the film.
Through the Ultimate Mission, consumers can register as Impossible Mission Force agents to solve mysteries and find clues that have been embedded in original content created for partners’ sites. Fans can register online at MissionImpossible.com.
During the hunt, consumers will use the Internet to find MI: III badges integrated into partners’ content. As consumers find the badges, their dossiers on MissionImpossible.com will be stamped. As consumers discover each badge, the dossier will reveal new code words containing clues to key story points in the film.
“The goal of the MI: III Ultimate Mission is to allow ‘agents’ around the world to engage with themes of Mission: Impossible, embracing technology in the same way the franchise has for decades,” said Amy Powell, VP-Interactive marketing, Paramount Pictures, in a statement. “Fans of Tom Cruise and the franchise will now have the opportunity to get personally involved with the most exciting Mission so far.”
Paramount Pictures unveiled a 30-second spot during the Super Bowl for Mission: Impossible III to kick off the interactive scavenger hunt. The TV spot held a clue to solving the first question in The Ultimate Mission.
One grand-prize winner gets a trip to the U.S. premiere of Mission: Impossible III. One first-prize winner will receive a private screening of the film with a theater full of guests. Lesser prizes include a Phillips TV and a $250 Best Buy gift certificate.
The scavenger hunt is open to consumers 18 and older runs through May 19. Online materials support.
In the film, actor Tom Cruise returns as Special Agent Ethan Hunt who faces the mission of his life. Mission: Impossible III opens nationwide May 5.
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