SOCIAL ACTIVATION

SELF-DESTRUCTING TWEETS

Since the start of the franchise, Mission:Impossible’s IMF has been sending self-destructing messages to their agents.

The Idea

To launch the new Mission:Impossible Dead Reckoning, we created the first ever self-destructing Tweet.

People were invited to take part in a mission in order to gain access to an exclusive clip before the film was out.

Agents were then sent their mission and had 60 seconds before it self-destructed.

After 60 seconds, the Tweet was destroyed and deleted from the agents notifications.

Agents who did not answer fast enough, or incorrectly were sent this Mission:Failed message.

Agents who were successful unlocked the exclusive footage from the new film.

The reaction: