Leading up to the 2011 launch of “Mission Impossible: Ghost Protocol”, Paramount Pictures wanted to create an interactive experience for its fans and build excitement for the movie.
Using a microsite and the Flock-To-Unlock product, Paramount Pictures encouraged fans to Tweet with #MISSION in order to unlock exclusive movie trailer content. The more fans Tweeted, the closer they came to unlocking content at different thresholds. Once the volume goals were hit, the content unlocked and gave fans access to five pictures and an exclusive video clip. Using Mass Relevance allowed the Paramount team to access all 350 million Tweets per day from the Twitter Firehose and accurately account for all content that was being generated in real-time.