Case StudiesMission: Impossible III

Commenced April 2006

Overview

To promote the launch of the new M:i:III film United International Pictures launched the Australia's largest interactive out-of-home treasure hunt, using various methods to distribute clues and record participation.

Hypertags were installed in poster panels all over Australia, to allow consumers to interact and receive clues, as part of the treasure hunt. If consumers interacted multiple times they could also download Mi3 ringtones and wallpapers.

Summary

  • Mi3 benefited from 11,705 interactions downloaded over 4 weeks at 40 sites
  • Over 8,300 unique individuals interacted with the poster campaign
  • Approximately 50% of people that interacted to receive the clue also interacted again to receive the free Mi3 branded mobile content
  • For each of these interactions Mi3 can be sure that the consumer stopped, read the poster and downloaded a Mi3 clue, ringtone or wallpaper that they could save to their phone

Quote

The usage report on interactions shows which locations had the most interactions and how many each consumer chose to interact. It's valuable information for us as an advertiser because we are always looking to improve the return on investment.

Alison Vandyke, Account Media Director

United International Pictures