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SUPER BOWL LVIII: HOW PARAMOUNT TOOK OVER A BLOCK OF THE LAS VEGAS STRIP

Sponsorships, B-to-C Events
Posted on February 21, 2024 by Juanita Chavarro Arias

> “We had many conversations about what IP we were going to have and
> representation from across all the brands that didn’t feel like a trade show,
> but really like an experience. That was super important to be thoughtful about
> so the fans weren’t feeling like they were walking through a commercial.”

–Stephen Kipp, EVP-Events and Brand Experiences, Paramount

--------------------------------------------------------------------------------


AN IN-DEPTH LOOK INTO THE EXPERIENCES AND LOGISTICS OF PARAMOUNT MOUNTAIN’S
EXPANSIVE FOOTPRINT AND VIRTUAL RIDE




With so many brands competing for fans’ attention on the ground during Super
Bowl LVIII, Paramount stopped traffic with the biggest installation on the Las
Vegas Strip. Paramount’s Expedition Vegas took over a block in front The Mirage
with an expansive, content-driven activation open to the public, Feb. 8-11.

The experience’s centerpiece had locals and tourists doing a double take: The
iconic, snow-tipped Paramount Mountain replaced the long-standing Mirage Volcano
and could be seen from nearby hotels, walkways and passing cars. Not to mention
the blue perimeter fencing covered in Paramount, CBS Sports and Super Bowl
branding that secured the footprint and helped lure curious consumers.

Paramount’s Expedition Vegas was the most elaborate and interactive experience
we visited ahead of Super Bowl LVIII. The four-day activation took participants
on a journey through the brand’s movies and shows in five different themed
vignettes—Base Camp, Chalet, Ridgeline, The Village and Paramount Station. The
lines were long as fans waited their turn to access each of the branded outdoor
games, activities and photo ops, as well as the standalone structures that
housed experiences inside, all managed by mountain guides outfitted in blue
Paramount ski attire.

--------------------------------------------------------------------------------

MORE SUPER BOWL LVIII COVERAGE:

 * Our Report from Super Bowl LVIII: Brands Hit the Jackpot with Experiential
 * Super Bowl LVIII: Furniture Brand Ashley Pops Up its Biggest Activation Yet
   in Las Vegas
 * Super Bowl LVIII: Uber Eats Expands its NFL Partnership, Pops up a Grocery
   Store for Fans

--------------------------------------------------------------------------------

ACTIVATIONS AND PHOTO OPS




When consumers entered the experience through Base Camp, they encountered
Paramount’s logo presented as an archway “Star Portal” they could pose under
with the Paramount Mountain in the background. From there, cheerleaders
representing universities from the Big Ten Conference hyped attendees up and led
them into a CBS Sports football photo op highlighting all 14 schools’ logos in
the backdrop.

MTV was represented with “The Challenge: Battle for a New Champion,” which put
fans to the test sorting boxes onto shelves and unlocking lockers for a chance
to win t-shirts, hats and a parka. Rounding out the sports-themed area was the
UEFA Champions League soccer ball kick activity.

The brand brought its cozy slope-side Paramount+ The Lodge pop-up—which has
traveled to ski resorts and festivals like SXSW over the past year—to Vegas
(15|40 handled). It was incorporated into Expedition Vegas as a content chalet
that included Nickelodeon characters and streaming shows such as “Halo” and
“Star Trek: Discovery” (blue Vulcan salute foam fingers were a popular swag item
sported by fans).




Nearby, a Victorian-era house for CBS’s “Ghosts” invited believers to step into
a booth and speak with a ghost by yellow rotary phone, which then took their
photo, inserting one of the show’s ghostly characters into the background.
Outside, a CBS Sports “We Need to Talk” photo op was perfectly positioned in
front of Paramount Mountain, calling attention to “women who moved mountains in
sports.”



The Ridgeline area promoted “Survivor” with an outdoor space full of challenges
inspired by the long-running reality competition series (designed by John
Kirhoffer, who creates the challenges for the show and was on-site running the
scaled-down versions for fans). The “Fire Country” karaoke bar drew confident
singers who could be heard singing classics like “Livin’ on a Prayer” and “Man!
I Feel Like a Woman!” from the base of Paramount Mountain to its peak.




The Village hosted several popular activations, particularly two related to the
“Yellowstone” franchise. In the “1923” Silver Dollar Soda Shop, fans donned
cowboy hats and scarves for an old-timey, sepia photo op at the bar, and
outside, they could hold up Prohibition-era signage, such as “Alcohol is
poison.” The longest line we encountered was to get custom “Yellowstone”-branded
can coolers monogrammed by a laser engraver and then proudly display the
leather-looking swag in front of a barn emblazoned with the show’s signature “Y”
logo surrounded by hay and horse saddles.

Next door, the wintery “South Park” photo op had fans mix in with life-size
character displays, while the fresh-scented, highly sought-after BET’s “Sistas”
Spa, offered attendees massages, cocktails, a flower-bordered swing photo
location and a soothing space to relax. The music-themed “Bob Marley: One Love”
cabin featured four multimedia “footprints” that participants stepped on to
listen to audio emanating from a cone above or watch scenes from the film on
TVs. Two Pluto TV vending machines distributed free swag to promote the free
streaming service.

 

A 4D ADVENTURE




Lastly, at Paramount Station, attendees had the chance to virtually summit the
mountain through an immersive “Adventure to the Peak” experience, where they
boarded one of five gondolas for a 4D-simulated snowy ascent, narrated by CBS
Sports commentators Tony Romo and Jim Nantz, and featuring Paramount characters
along the ride.

The video journey included locations and Easter eggs for fans of Paramount shows
and movies, like “Transformers’” Bumblebee hanging from a parallel cable car
line, “South Park” characters tripping over their skis, the Nickelodeon blimp,
and an exploration of Bikini Bottom from “SpongeBob SquarePants,” the eerie
“Yellowjackets” forest, plus a view of Allegiant Stadium.

“We worked with our creative and strategy team from inside of Paramount and with
a CBS VFX team to put together the video portion,” Stephen Kipp, evp-events and
brand experiences at Paramount, told EM during a tour of Expedition Vegas. “To
make it feel like you’re going up Paramount Mountain, the physical part of it
included elements like movement, a little bit of wind and heat that comes
through.”






 

BUILDING THE MOUNTAIN

A year ago, the Paramount team arrived in Las Vegas fresh off of Super Bowl LVII
in Arizona, ready to conduct a site survey across the entire company, as it
would be the first time in NFL history that the Big Game would be broadcast in
two different formats. CBS carried the traditional broadcast of the game (also
streamed via Paramount+), and Nickelodeon aired a kids- and family-friendly
telecast.






While CBS Sports was stationed in front of the Bellagio, the Paramount team
wanted to create a fan experience that united all of its flagship content under
one footprint rather than spread out up and down Las Vegas Boulevard. The brand
was challenged to create its signature mountain, leading to the selection of The
Mirage Volcano, which gave the team a starting point to build the
realistic-looking scene and block-long activation around, right in the hotel’s
front yard and “platformed” over its lake.

“We had many conversations about what IP we were going to have and
representation from across all the brands that didn’t feel like a trade show,
but really like an experience,” Kipp said. “That was super important to be
thoughtful about so the fans weren’t feeling like they were walking through a
commercial.”




 

THE BUZZ AND THE RESULTS

The evening before Expedition Vegas opened to the public, Paramount hosted an
exclusive “Sneak Peak Happy Hour and Welcome Ceremony” for media, influencers
and talent, including “The Amazing Race” host Phil Keoghan and “CBS Mornings”
anchors Gayle King and Tony Dokoupil. Guests enjoyed an advance look at the
interactive fan experience, entertainment, light bites and cocktails.

Aiming to host more than 10,000 fans in the activation over the weekend,
Paramount exceeded its attendee goals, drawing more fans than expected—a mix of
preregistered participants and passersby who wanted to get in on the action.
Beyond engaging fans, the brand used Paramount Mountain as a media base camp,
filming drone shots and promos that were worked into live CBS Sports shows, CBS
News programs and Super Bowl game coverage.




“I think that reinforcing that brand love and the love that people have for the
individual shows and IP is really what we’re hoping to get out of it,” Kipp
said. “And then really what we wanted to do is maximize on the Super Bowl of it
all. Everyone’s like, ‘This is the Super Bowl,’ so let’s go all out and show
everybody what Paramount is and everything that exists within this. There’s been
a lot of earned media that we’ve been getting from people posting on social and
such a great fan turnout, too.” Agencies: AGENC, experiential; PR DEPT, p.r.;
15|40, The Lodge.

 

MORE SCENES FROM PARAMOUNT MOUNTAIN:







Photo credit: Scott Clark Photography

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Tags:Super Bowl, tv show experience, Paramount Plus, Paramount Mountain, Super
Bowl LVIII, sports sponsorship

Posted by Juanita Chavarro Arias

Juanita is Event Marketer's managing editor. She joined EM in 2022 and has a
passion for magazine production and exciting events.
View all articles by Juanita Chavarro Arias →




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