To drive excitement for the upcoming premiere of Mission: Impossible The Final Reckoning, Paramount launched a unique puzzle Play Quest that successfully engaged over 1M players (485K from the Quest alone).
Results
Users clicked to the Mission: Impossible website
Average play time
Total activity sessions, which has increased to +2M organically
Overview
Paramount Pictures’ Mission: Impossible The Final Reckoning, is the highly anticipated eighth installation action film series starring Tom Cruise.
Problem
Seeking to drive engagement and ticket sales, Paramount identified a strategic opportunity to connect with a gaming audience. Their solution was to create a new and engaging experience that captured the thrilling essence of Mission: Impossible The Final Reckoning and its upcoming release.
Solution
In collaboration with production company Those Beyond and Discord, Paramount launched its custom Mission: Impossible puzzle activity via a Play Quest to deliver a seamless and rewarding user experience.
Through the puzzle experience, players were instantly transported into the world of the film, and the one-day Nitro subscription they received for clearing the first level served as a powerful incentive to engage with the next, more challenging level.
Reward
Players who completed the Activity earned one day of Nitro, Discord’s popular subscription service that unlocks features and perks across the platform.
Results
The campaign delivered strong results, demonstrating the power of Quests to drive deep engagement and movie awareness among players.
Over 1M players engaged with the Activity, both through the Quest and via organic discovery, with an average playtime of more than 11 minutes. Players then returned to the game on average 1.5 times, showing sustained interest beyond a one-time engagement.
The ticket link call-to-action (CTA) achieved a 3.99% click-through rate (CTR), indicating a strong intent to see the film.
