Thomas McKeever // Creative Strategist
Join the IMF // Paramount Pictures
To promote the 7th installment of the Mission Impossible franchise, we invited fans to join Ethan Hunt's Impossible Mission Force and created the worlds first self-destructing Tweet.
Join The Mission
Mission Impossible invited fans to join the IMF to receive official correspondences from the organization including bonus content from the upcoming film. The catch? If the content wasn't watched in time it would self-destruct, unable to be seen again.
When fans opted in, they also received a special designation within the IMF assigned based on their personal online attributes.
How It Worked
Users who opted in were immediately assigned their role. Then, over the next few days they received exclusive clips from the movie that self-destructed after a set period of time.
