The Challenge
For the first time post-merger, Paramount brought its biggest brands together under one mountain to leverage brand synergy and amplify EMV around the Paramount family of Brands at Super Bowl LVIII. Our challenge was to pay homage to the individual brands that make up the family while creating a cohesive brand experience that cemented Paramount as the preeminent brand in entertainment for superfans, press, execs and talent alike.
The Campaign
To become the most talked about brand in entertainment, we helped Paramount leave it all on the field with a large-scale campaign starting 100 days out on social, digital, TV, OOH and culminating in a sprawling takeover of the entire Super Bowl host city of Las Vegas. The crowning jewel of the campaign was the IRL experience at Paramount Peak – an epic celebration of the brand's "Mountain of Entertainment," including 13 dedicated IP activations, 5 4DX Gondola Experiences, and a 36,000 sqft immersive playground that hosted 2 exclusive VIP events and thousands of daily guests.
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