Case Study
Getting on the radar of moviegoers: Fox Sports’ mission possible
Mission: Impossible – Fallout was coming soon to a cinema near you, with a target audience of men 25-to-54, and Paramount Pictures needed to get bums on cinema seats.
The execution
With the film high on action and death-defying stunts, an alignment with the key passion of the target audience – sport – was a perfect fit to get blokes talking.
And having the film packed with tech and gadgets presented an opportunity to unlock the technical abilities of Foxtel’s digital assets.
Fox Sports was the perfect fit for the campaign and the multi-pronged approach included a series of 90 native articles across Foxsports.com.au that aligned the movie contextually with impossible sporting missions such as Australia’s attempt to get out of the World Cup group stages.
In an Australian media first, Foxtel Media leveraged a partnership with Google Home, Amazon Echo and Alexa to see the film pop up in unexpected environments.
The trailer ran across Foxtel’s premium video platforms and was supported by homepage buyouts and pre-rolls as well as social media amplification creating a well-rounded, 360-degree digital approach.
The results
The campaign reached more than 1 million UBs with the co-branded content reaching in excess of 930,000 on social.
With thanks to Foxtel Media, the opening weekend of Mission: Impossible – Fallout performed well above industry forecast.
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