Paramount wanted to drum up awareness for the release of Mission: Impossible - Fallout. To promote the action-packed adventure film, the studio knew it needed an equally action-packed ad to match.

Specifically, the studio sought to develop creative within an immersive ad format that could emotionally convey the thrill and visceral punch of the dangerous stunts performed by Tom Cruise. This meant delivering ads that jump off of mobile phones in the same exciting way that Tom Cruise jumps out of helicopters.

To do this, the studio sought a mobile 360° experience of a Behind the Scenes trailer. With 360°, audiences join the "Mission" by being virtually transported into the film, riding in the helicopter right next to Tom Cruise.

Put the audience right in the action.

Through a mobile 360° experience, Paramount gave audiences the chance to join Tom Cruise as he performed his most thrilling stunts.

From single handedly manning a helicopter through the snowy southern alps of New Zealand to being suspended in air, dangling to your death, audiences experience firsthand how Tom Cruise makes a Mission: Impossible film.

Tom Cruise and the film’s director Christopher McQuarrie speak directly to the audience in the experience, outlining the specific dangers and mechanics the stunts involved. Digital overlays, branded in the film’s playful spy style, are also used to direct the audience’s attention as they actively navigate the experience.

Paramount needed to convey the thrill of a Mission: Impossible film and effectively capture their audience’s attention. Mobile 360° did both.

In order to combat ad blindness, Paramount turned to a 360° mobile experience that jumped off the screen. This magic window into the film gave GenX moviegoers the opportunity with one tap to experience the adrenaline of the film.

From a creative and performance standpoint, 360° video ads were an integral part of the overall film’s promotion. Mobile 360° ads drastically outperform standard ads, earning a benchmark CTR of 1.44%. This is almost 10X higher than standard display performance in the entertainment category.

Paramount launched their action-packed 360° ad on mobile and desktop placements the week before the film’s official release. The ad utilized programmatic distribution and OmniVirt's technology to create scale for the experience. The video was also featured on the film’s website, allowing users already interested in the movie to experience with the 360° video.

The ad was distributed across Variety, Deadline, TV Guide, IMDB, Billboard, as well as Gen X-focused news sites like GQ, Forbes, The New York Times, Wall Street Journal, and more, for total delivery of over 9 million impressions.

Paramount’s cutting-edge 360° Mission: Impossible ad campaign boasted a 12.3X uplift in CTR when compared to the other 2D display creative.

The 360° ad creative boasted a CTR of 1.6% which is 8X higher than the display ad benchmark of 0.2%.

Users spent an average of 28 seconds going through the 360° experience as a pre-roll unit, 2.5X longer than the industry average.

Ultimately, Paramount achieved their goal of reaching their target market in a unique and interactive way. By doing this they were able to see a drastic CTR increase in the Mission: Impossible campaign compared to their other 2D display creatives. Additionally, Adweek named it an Ad of the Day.