PARAMOUNT+ THE LODGE (2023)
PARAMOUNT+
Multi-City Tour
A PARAMOUNT OF ENTERTAINMENT
Paramount+ debuted its first immersive activation, The Lodge: A Paramount+ Experience, as part of its larger Mountain of Entertainment campaign—a play on the brand’s iconic logo with a snowy peak.
Mimicking an at-home viewing experience, the intimate, cabin-like atmosphere of the three-city activation included numerous themed activations and was designed for consumers "to experience the diversity of our content first-hand in a fun and interactive way. The slopeside hub, took over California’s Mammoth Mountain March 2-5, SXSW in Austin March 10-13, and Steamboat Springs, Colo. March 16-19.
Inspired by popular Paramount+ originals and franchises including 1923, Star Trek, Grease: Rise of the Pink Ladies, Rabbit Hole, School Spirits, and Fatal Attraction, the activations within the space shape-shifted depending on the location and venue.
EXPERIENTIAL
For example, each stop featured a classic, 50s-themed photo op to celebrate the upcoming original series Grease: Rise of the Pink Ladies. In Mammoth and Steamboat, the build-out included the iconic Rydell High bleachers, where guests could pose wearing one of the pink jackets, while SXSW-goers had the opportunity to sit at a drive-in and take photos in the T-Birds car.