Yahoo! Accepts 'Mission Impossible III' Assignment

Paramount Pictures has tapped Yahoo to sprinkle content and promotional material from the upcoming “Mission Impossible III” across its network. The extensive tie-up involves exclusive video clips, music, ads and Q&As with Tom Cruise and director J.J. Abrams.

Paramount SVP of Interactive Marketing Amy Powell said the effort, “rivals the very biggest interactive movie campaigns.”

The campaign on Yahoo makes much use of original video. Special features will include live video shot from Cruise’s perspective as he walks down the red carpet for the May 3 U.S. premiere of the action flick. As part of that offering, Yahoo plans to let users ask Cruise questions in real time and see him answer live from the red carpet. There will also be video of Cruise available from the worldwide premiere in Rome on April 24.

Video interviews with the star and director J.J. Abrams, in which they give commentary on exclusive clips from the film, will also be featured.

The campaign also utilizes Yahoo Music, which will offer the official theme song from the movie. The portal’s Mobile section will let uses download a ringtone of the song. Additionally, a downloadable widget counts down to the movie’s debut.

An advertising component, which includes placements on the Yahoo home page and throughout its network, will promote the exclusive content. The ads, and the content, will also appear on Yahoo sites in Australia, France, Germany, Italy, Spain, Taiwan and the UK.