Ahead of the premiere of the summer blockbuster Top Gun: Maverick, Paramount (@ParamountUK) was keen to build anticipation, excitement, and buzz in the UK.
Knowing that people on Twitter are 12% more likely to be cinema goers than non-Twitter users, it understood the likely value of an eye-catching launch moment on the platform.
To maximise the impact of its launch campaign, @ParamountUK opted to partner with Twitter on a phased approach. It kicked off with a Trend Takeover+, meaning its teaser video content ran at the top of the Explore tab in Twitter for 24 hours ahead of the premiere, while related Tweets also appeared in the Home timeline.
To capture fans’ imaginations and drive conversation around the film, @ParamountUK worked with Twitter Next to develop a custom call sign generator.
Anchored by the knowledge that Top Gun call signs are a particular favorite of fans of the film, this custom activation sent one of 20 call signs to anyone who liked a Tweet. These included Rattler, Dragon, Stinger, and Cobra, for example, and each call sign came with a custom message and image.
Understanding that Amplify sponsorships on Twitter deliver higher brand favorability, purchase intent, and ad recall, @ParamountUK also chose to extend the campaign by sponsoring premium video content from @SkySportsPL on Twitter.