Partnership:

MISSION: IMPOSSIBLE-GHOST PROTOCOL and The Coca-Cola Company

Description:

Paramount Pictures teamed up with Coca-Cola to promote the theatrical release of MISSION IMPOSSIBLE 4: GHOST PROTOCOL. Leveraging the brand thematic "Make it Possible," the Coke Zero team developed a fully integrated marketing program, including TV spots, in cinema advertising, product packaging and digital activation utilizing custom assets from the movie. As part of the campaign, Coke Zero consumers in key markets across the globe, including the U.S., Japan, Europe, Latin America, and the Middle East, were privy to exclusive content and interactive experiences centred around the intriguing world of MISSION IMPOSSIBLE 4: GHOST PROTOCOL. In addition to the promotional campaign, Coke Zero markets around the world utilized on-pack graphics and packaging themed to the film. Retail display materials incorporated imagery from the movie, including the iconic Mission: Impossible fuse, secret codes and exterior of the Burj Khalifa skyscraper, the world`s tallest building in Dubai, which served as the location for a key stunt sequence in the film. For a key pillar of the program, the Coke Zero team collaborated with Paramount Pictures to create a co-branded TV and cinema spot promoting the partnership, featuring one of the most iconic scenes in the film. In an effort to provide consumers with a dynamic pre-release experience of MISSION IMPOSSIBLE 4: GHOST PROTOCOL , the Coke Zero team collaborated with the studio and filmmakers to create www.CokeZero.com/Mission. Visitors to the site joined the IMF (Impossible Mission Force) and completed an escalating series of missions in order to attain agent-level access to special content and exclusive film assets, including imagery, scenes, wallpapers, behind-the-scenes footage and interviews.

Partnership Opportunity:
MISSION: IMPOSSIBLE-GHOST PROTOCOL/Theatrical
Company:
Paramount Pictures
Partner/Category:
The Coca-Cola Company /CPG
Timing:
December 4th Quarter 2011
Target:
Male
Female
Teens
Adults
Promotional Elements:
Media Elements:
Created On:
2020-11-30
Last Modified on:
2018-11-27
Companies Involved
Tuck

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