Opportunity: There are still extremely active Facebook groups dedicated to the original Top Gun movie. The conversation in these groups revolves around members quizzing each other on the source material: knowledge is the currency of this fan community - a platform insight we used to build our idea.

Our Innovation: We first engaged the massive original Top Gun fan-base with an interactive trivia experience we crafted on Messenger. Hosted by star Glen Powell, the game combined nostalgic questions from the original with anticipated footage from the sequel. To expand interest to younger demographics, we then created a series of AR helmets for prizes. As players answered questions correctly, they gained access to ever more exclusive effects.

Results: More than a million messages were exchanged and the social campaign drove a 3X lift over the vertical benchmark for intent to see the film. Paramount saw heavy PR buzz around the Messaging experience and said we could be their wingman anytime.