10 Brands Across Paramount Will Launch Four-Day Immersive Fan Activations Around CBS Sports’ Coverage of Super Bowl LVIII
Cross-Country Trek “Paramount Expedition Vegas: Journey to the Peak” Kicks Off 100 Days to Super Bowl LVIII On Nov. 3 from Times Square
Paramount Global, the broadcasting and streaming home of Super Bowl LVIII, will bring the media brand’s iconic “A Mountain of Entertainment” to Las Vegas, showcasing an unprecedented display of Paramount Global’s popular and beloved entertainment series and films that surrounds CBS Sports’ coverage of Super Bowl LVIII on Feb. 11, 2024. The four-day-long fan activation begins on Thursday, Feb. 8, 2024, and continues through Super Bowl Sunday. Super Bowl LVIII will be broadcast on CBS and streamed on Paramount+, along with a special kids and family slime-filled presentation on Nickelodeon.
This four-day “Paramount Mountain” activation will engage fans in the breadth and diversity of Paramount Global and feature 10 brands from across the company’s portfolio, including CBS, CBS Sports, Paramount+, Paramount Pictures, Nickelodeon, MTV, Comedy Central, BET, Pluto TV and Paramount Home Entertainment. In addition, the quintessential “Paramount Mountain” will be constructed on top of the iconic Mirage Volcano. The massive block-long structure along the Vegas strip will feature interactive fan experiences built around popular Paramount films and series, such as TRANSFORMERS, YELLOWSTONE, STAR TREK, DORA THE EXPLORER, GHOSTS, SISTAS, UEFA CHAMPIONS LEAGUE and much more.
At the “Paramount+ Lodge,” explorers can traverse through the various realms that embody Paramount’s flagship streaming service. Expeditioners also will have a chance to check out sneak peeks of Paramount Pictures’ highly anticipated films.
Those brave enough to summit “Paramount Mountain” will have the opportunity to reach its precipice through an immersive “FUNicular Experience.” Voyagers will board a hyper-realistic gondola ride and ascend in a thrilling simulation, accentuated by frigid winds and harrowing heights, with their favorite Paramount characters and brands to guide them to and from the Mountain’s peak. Paramount’s “Mountain of Entertainment,” will be located at The Mirage at 3400 South Las Vegas Blvd in Las Vegas.
“Paramount’s ‘Mountain of Entertainment’ in Las Vegas is an exciting, fan-focused physical manifestation of the expansive and popular content from across our portfolio of brands,” said Josh Line, executive vice president and chief brand officer for Paramount Global. “Our partnership with the NFL allows us to drive growth and engagement with our brands and creates the opportunity to display the power of Paramount’s broad and beloved hits across every genre at the biggest event in television: Super Bowl LVIII.”
PARAMOUNT EXPEDITION VEGAS: JOURNEY TO THE PEAK will commence on Nov. 3, marking 100 days until Super Bowl LVIII. CBS and Paramount will bring 100 Paramount Mountaineers to the heart of New York City in Times Square to begin their trek to the “Paramount Mountain” in Las Vegas for Super Bowl LVIII. CBS MORNINGS will help kick off the PARAMOUNT EXPEDITION VEGAS: JOURNEY TO THE PEAK, alongside the Paramount Mountaineers.
Paramount Mountaineers will travel across the country to gather fans and ultimately plant NFL team flags at the base of Paramount peak in advance of Super Bowl LVIII. Follow @CBS for updates on the adventures of the Paramount Mountaineers throughout PARAMOUNT EXPEDITION VEGAS: JOURNEY TO THE PEAK.
“CBS’ excitement for Super Bowl LVIII cannot be overstated – for television’s biggest and most-watched event of the year and the opportunity to showcase Paramount’s broad and diverse content offerings in fresh and innovative ways,” said Mike Benson, president and chief marketing officer for CBS. “Our efforts launched hours after last February’s Super Bowl with our CBS Sports’ ‘We Can’t Wait’ campaign, and as we prepare to commemorate the 100-day marker – and beyond – we’re continuing to harness the power of CBS and Paramount to attract a massive audience, across television and streaming, to what already promises to be another extraordinary cultural moment.”
Source
CBS
