Case Study: Paramount Pictures achieves a 16-point ad recall lift and boosts brand awareness and intent with Instagram AR

Paramount Pictures - Customer Case Study

Paramount Pictures, home of the Top Gun films, needed a way to promote Top Gun: Maverick (released May 2022) that would excite existing fans of the 1986 original while also reaching younger audiences who might be unfamiliar with the franchise and drive awareness and ticket intent.

Partnering with digital agency Tommy and Meta Creative Shop, Paramount launched a mobile augmented-reality “star in the trailer” experience on Facebook and Instagram (played in Feed and Stories across 17 markets). Users picked helmets and call signs, piloted through dodging threats with film audio and received performance ratings before a call-to-action to see the film. A UK brand-lift study showed a 16-point increase in standard ad recall, a 5.1-point lift in brand awareness and a 5.4-point lift in intent.

Paramount Pictures