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If you landed up here without having heard of the recent promotional activities undertaken by the team of Mission Impossible- The Final Reckoning, then you probably were living under a rock. But for your reference, Tom Cruise AKA Ethan Hunt quite recently climbed atop London’s BFI IMAX to capture global attention. With the film’s global release on 23 May 2025, following a world premiere in Tokyo on 5 May 2025 and a screening at the Cannes Film Festival on 14 May 2025, the franchise continues to demonstrate a masterclass in blockbuster marketing. Because this is not the first time Tom Cruise has climbed up a building and probably won’t be the last time he does so as well. But it isn’t just the building climbing or the extravagantly planned campaigns which gets the buzz going for the high on adrenaline franchise, rather its a combination of different masterstrokes aligned together for a common purpose.
At Method, we believe in a special technique of marketing called Method Manouevre where we use unconventional tactics for growth hacking across different channels. Considering how people are wowed by the campaigns from Mission Impossible team, we thought about breaking it down for all to understand the method to magic from Mission Impossible team.
Background & Context
The Mission: Impossible franchise, spanning nearly three decades, has grossed over $4 billion worldwide, making it one of the highest-grossing action franchises. Tom Cruise, as Ethan Hunt, has been central to its marketing, performing stunts like scaling the Burj Khalifa and hanging from military planes, often highlighted in promotional materials. The recent BFI IMAX stunt, captured in viral social media posts and reported by News18, exemplifies this approach, aligning with the franchise’s strategy of creating high-visibility, authentic moments. While the film has already opened, with Tom Cruise expressing appreciation for its opening weekend success on Instagram, indicating strong performance Deadline, we take a look at a few of the tactics which worked well over the years for franchise as well as Mr. Cruise
1. Authentic Marketing(SMM & Content Marketing)
The franchise’s use of authenticity, particularly through Cruise’s stunts, is a cornerstone of its marketing. The BFI IMAX stunt, where Cruise stood on the roof in a suit with the film’s poster, created a viral moment, shared widely across all social media platforms, praising its “exhilarating stunts” Variety. This authenticity extends to behind-the-scenes content, such as featurettes showcasing stunts, which garnered over 1 billion impressions for Dead Reckoning Part One Shorty Awards
Why It Works- Given the franchise and its extravagant stunts which are often performed by Tom Cruise himself, at some point the makers decided to put all questions about who’s actually doing the stunts to rest with promotions which tend to be as grand as in-movie high-octane moments. People feel authenticity without having to spell it out for them which is why every time there’s an upcoming Mission Impossible movie, people somehow are more excited to see the extravagant but authentic campaigns unfold which don’t just generate a buzz but increase engagement among current and potential fans of the series.
Masterclass Takeaway- For businesses, authenticity means sharing genuine stories that resonate. On social media, platforms like Instagram and X are ideal for real-time updates, like live posts from events (updates shared by team from Cannes), which boost engagement and SEO through increased shares and backlinks. In the UK, where social media usage is high, this approach can drive local engagement, enhancing brand visibility. Businesses should consider these strategies which include:
- Sharing user-generated content to build community.
- Posting real-time updates from events or launches.
- Highlighting the human side through stories or interviews.
This approach not only fosters trust but also improves SEO by increasing dwell time and organic traffic. For more on crafting authentic campaigns, explore Content Marketing Services
2. High-Impact OOH Campaigns (OOH Marketing)
Out-of-home (OOH) marketing has been pivotal for the franchise, with the BFI IMAX stunt turning the cinema into a giant billboard, generating buzz and social media shares. However, the 2006 Mission: Impossible III campaign, involving “singing news racks,” serves as a cautionary tale. These devices, intended to play the theme song, were mistaken for bombs, leading to evacuations and $92,855 in damages, highlighting the risks of OOH innovation MEAWW
Why It Works- The team often chooses some of the most crowded or buzzing place filled with unsuspecting audience to unveil their movie-level stunts as OOH where they go beyond just using an image of Tom Cruise flying off in air printed on a billboard. They actually try and bring Mission Impossible to the audience where they least expect it to. Imagine walking around crowded areas like London’s West End, only to be surprised/shocked to see someone standing on top of a large building, a sight even those without eyes cannot miss given the buzz.
Masterclass Takeaway- For businesses, OOH can drive significant brand awareness, especially in high-traffic areas like London’s West End, where the BFI IMAX stunt resonated. Strategic placements, such as billboards during major events, can enhance local SEO by sparking searches and social mentions. Key considerations include:
- Choosing locations for maximum visibility, like transport hubs or city centres.
- Ensuring campaigns are safe and respectful to avoid backlash.
- Integrating digital elements, like QR codes, to drive online engagement.
In the UK, OOH is particularly effective for reaching commuters, with digital OOH screens offering dynamic content. By combining physical presence with digital interaction, businesses can create memorable campaigns. Learn how to innovate safely with Creative Marketing Solutions
3. Virally Impactful Digital Marketing Campaigns(SMM & SEO)
Digital marketing has been quite central to the franchise especially in recent years which was proven by the millions of views garnered by trailer release of The Final Reckoning around 11 November 2024. Social Media plays a key role in not just making the OOH moments viral but also with users sharing their first reactions post-Cannes or praising the movie on social media calling it “pure cinema”. This authentic reaction is due to the franchise’s action of being authentic in their marketing efforts which was ultimately reciprocated by the audience as well. Case in point the IMAX Fan event which allowed early screenings was heavily promoted across all channels driving heavy engagement.
Why It Works- In an era where people have developed a science to go viral, sustaining and adding to a loyal audience base over the years especially considering the first movie released in a pre-Social Media age, its not surprising how Mission Impossible team have kept their connection with fans alive through social media buzz, not to mention the authenticity of content which also drives heavy intent engagement.
Masterclass Takeaway- For businesses, creating viral digital campaigns involves:
- Producing shareable content, e.g. teasers or behind-the-scenes videos, optimized for SEO with keywords like “Mission Impossible stunts.”
- Engaging influencers and critics to amplify reach on SMM platforms while connecting and keeping an open channel of communication with customers/audience
- Using real-time posts from events to boost engagement and SEO.
In the UK, where digital adoption is high, these strategies can drive traffic and conversions. Elevate your digital presence with Digital Marketing Services.
Consistent Narrative With Evolution(Brand Strategy Based Content)
The franchise has managed to maintain a consistent narrative of Ethan Hunt’s missions while evolving in general as seen in The Final Reckoning’s “grand crescendo” marketing campaign.
Maintaining a narrative consistent with brand narrative is the key to success not just for the movie makers but for any business. And if you observe, be it OOH or SMM the consistency in narrative is what has kept the loyalists hooked on, mostly because digital evolution keeps it fresh with social media and streaming strategies.
For businesses, maintaining a consistent brand narrative is key, but adapting to trends, like AI in marketing, is crucial. Strategies include:
- Updating messaging to reflect current values, enhancing SEO through recurring searches.
- Incorporating new platforms, like TikTok, into campaigns.
- Listening to customer feedback to inform evolution.
By staying true to core identity while embracing change, businesses ensure longevity. Master this balance with Brand Evolution Strategies.