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SOCIAL ACTIVATION
What’s your call sign?
We were tasked with launching Paramount’s summer blockbuster Top Gun: Maverick by building anticipation, excitement, and buzz in the UK.
I know everyone excited about indoor pubs opening but I’m still waiting to see Top Gun 2 in the cinema.
— Tony McAtamney (@TonyMcAtamney) May 15, 2021
The idea was to hone in on the fan-favourite aspect of the franchise — the call signs:
We created a custom call sign generator that gave every fan their very own aviator nickname.
Ready for take off, aviator?
— ParamountUK (@ParamountUK) May 16, 2022
❤️ this tweet to find out your #TopGunMaverick call sign. pic.twitter.com/rCY5Rpyytp
The Results
🫡 33K call signs were generated (the RAF would have to expand their fleet of planes x248 times to fly them all)
🖤 @ParamountUK’s most liked Tweet ever
✈️ More than 140K engagements
📈 6.7M custom activation impressions
📢 Thousands of fans shared their call signs
@SeanBonee Do you feel the need?
— ParamountUK (@ParamountUK) May 20, 2022
Get ready. Your new call sign is 'Gambler'.
See #TopGunMaverick in cinemas Wednesday: https://t.co/oSaDyXcX28 pic.twitter.com/R7XVQL283F
@TheArtistStacey Only the greats have call signs like yours.
— ParamountUK (@ParamountUK) May 25, 2022
You're now officially 'Sniper' 😎
See #TopGunMaverick in cinemas Wednesday: https://t.co/oSaDyXcX28 pic.twitter.com/cDgnilcPYN
So stoked for this!! 😁 And loving my call sign! pic.twitter.com/8c5FoZLdLm
— ⭕ Toni Geens 🍍 (bam.zoom) (@hamsterpranks) May 22, 2022
https://t.co/rZuzC1WZK5 Wabbit Leader! pic.twitter.com/SZyWyXlDym
— T6 Harvard Ltd (@T6Ltd) May 21, 2022
Who wants to tell me their #callsign ✈ tap the link below..
— Amanny Mohamed (@AmannyMo) May 24, 2022
GO! @ParamountUK#TopGunMaverick
Join me on #SussexBreakfast tomorrow 725am@danielleperry #producer @wflockton@BBCSussex
🕶👨✈️👩✈️🛫🏍https://t.co/mGtdwAkmBO
I’ve got the coolest call sign! Electra. Think I might change my name RT @ParamountUK: @mrsfunkin It's official, your new call sign is 'Electra'.
— Sharon Rowe (@mrsfunkin) May 21, 2022
Sounds like you're ready for a mission!
See #TopGunMaverick in cinemas Wednesday: https://t.co/LRzkmWTgXu pic.twitter.com/JFy3yjUcD3
Not bad! pic.twitter.com/rnPriTg8zh
— Tom Yelland (@TomMoberly213) May 20, 2022
#Wildcat pic.twitter.com/79XXKvfAXm
— Pete Cloran (@PeteCloran) May 20, 2022
I can live with this! Dragon! 🐉 pic.twitter.com/6cfc3OFdVJ
— Jodie (@BarristerJodie) May 22, 2022
We're getting excited about the release of #TopGunMaverick in cinemas today.
— BBC Radio Sussex (@BBCSussex) May 25, 2022
Find out your aviator Call Sign by liking the tweet below https://t.co/a1OPHfIOWk
@ShaherMia Do you feel the need?
— ParamountUK (@ParamountUK) May 21, 2022
Get ready. Your new call sign is 'Professor'.
See #TopGunMaverick in cinemas Wednesday: https://t.co/oSaDyXcX28 pic.twitter.com/zvQwEbmen9
@GrantFellows2 Only the greats have call signs like yours.
— ParamountUK (@ParamountUK) May 20, 2022
You're now officially 'Rattler' 😎
See #TopGunMaverick in cinemas Wednesday: https://t.co/oSaDyXcX28 pic.twitter.com/GFMf6E33xw
Now I just need a wingman. pic.twitter.com/1gZeKsrnXT
— Praying Mantis Contractor (@bonnie1020RBLX) May 20, 2022
That’s pretty bad ass
— Senpai n mash (@dranny78) May 24, 2022
You definitely need to do this @BexySexy_69
— Summer of 69 (@Summerof6920) May 26, 2022
Apparently I’m…
GAMBLER 🤷♂️
You should be MERMAID https://t.co/foFA95yQEX