Brief:
- Paramount Pictures launched a 360-degree virtual reality (VR) ad campaign to promote the release of its new film "Mission: Impossible — Fallout" in partnership with ad platform OmniVirt, according to a press release shared with Mobile Marketer.
- OmniVirt is distributing VR display banner ads across targeted media sites that click to a full 360-degree video experience on both desktop and mobile. The studio is also placing 360-degree pre-roll units before online videos on platforms like YouTube.
- The 3-minute video ads take audiences behind the scenes with star Tom Cruise as he performs stunts from the movie. Viewers can get the sensation of sitting next to Cruise as he pilots a helicopter through narrow canyons and provides commentary on the experience alongside the film's director, Christopher McQuarrie.
Insight:
Paramount's VR ad campaign for the latest "Mission: Impossible" film follows an earlier effort to show VR clips from the action thriller on Gfycat, a platform for sharing GIF video clips. OmniVirt's 360-degree video is more expansive and immersive in showing off Tom Cruise's daring stunts and could leave a more lasting impression on viewers.
Marketers have found that immersive content adds experiential storytelling to their marketing arsenal, while also boosting lifts in awareness and engagement. OmniVirt's campaign for Universal Pictures' film "Pitch Perfect 3" featured augmented reality (AR) banner ads that saw 10 times the number of interactions and click-through rates of 2D versions, while users spent an average of 30 seconds engaged with the ad.
The ad campaign for "Fallout" is another example of how pervasive and effective immersive marketing can be when it comes to the entertainment industry. Last month, Disney promoted the Broadway musical "Aladdin" with an online VR ad that gave viewers a 360-degree view of a song performed in the show. Disney previously partnered with OmniVirt to create an immersive video for the "The Lion King" that appears on the show's website and YouTube channel.
