Paramount’s broadcast of Super Bowl LVIII across CBS, Nickelodeon and Paramount+ presented a unique challenge—how to leverage the biggest media and cultural event of the year in a place known for spectacle.

Our objectives were:

Create a uniquely Paramount experience on the ground in Las Vegas

Build brand love and engage fans with the breadth and diversity of Paramount IP

Leverage the experience across both consumer and B2B audiences

Amplify efforts across programming, press, talent, influencers and social media

Expedition Vegas kicked off 100 days prior to Super Bowl LVIII in the heart of Times Square, where 100 Paramount Mountaineers began their trek to the Paramount Mountain in Las Vegas. The Mountaineers travelled across the country, connecting with a broad array of fans and culminating their journey with a press event celebrating the opening of the Paramount Mountain and Super Bowl LVIII festivities.

Consumers encountered multiple activations from across the Paramount house of brands. Visitors played games inspired by MTV's The Challenge and CBS’s Survivor and experienced moments of relaxation at Tyler Perry’s Sistas Spa. They enjoyed sneak peeks at Bob Marley: One Love, explored iconic props from Paramount films, Star Trek series and HALO and snapped photos with beloved characters and scenes from South Park, Nickelodeon and Yellowstone. Guests visited a speakeasy bar from 1923, tested their soccer skills at UEFA Champions League and were cheered on with B1G TEN football cheerleaders. They discovered their TV personality with the Pluto TV quiz and sang karaoke at the Fire Country bar, all against the backdrop of Paramount Mountain.

Attendees could also board gondolas to ascend Paramount Mountain in a 4D simulated ride that included motion, blasts of cold air and a journey to the peak guided by their favorite Paramount characters and talent.

Our goal was to show up as one unified company and display our beloved brands to fans on the ground and across the globe. The on-ground activation would be our first consumer-facing event reflecting the culmination of a multi-year effort to capture the collective power of our content, our role as stewards of a rich heritage of brands, and as leaders in the future of entertainment. Inspired by our iconic logo, our solution was to create a physical manifestation of Paramount Mountain as the seminal symbol representing our company and drive home the connection to consumers.

The immersive activation brought the Paramount Mountain to life, entertaining fans on the ground and creating a rich set of linear, streaming and social content that allowed us to scale the experience to global audiences. Given Paramount’s broad offering of popular IP and the Super Bowl’s all-audience appeal, our target was quite literally everyone.

Over a yearlong process, cross-functional Paramount Global corporate and brand teams collaborated along with AGENC to conceptualize Expedition Vegas.

Our site survey identified the Mirage as the ideal location, which was centered around a first-ever build over their outdoor volcano.

Production design, build and engineering happened over the course of 6 months, followed by 3 weeks of onsite construction.

In addition to the mountain and village, the team developed and executed the 4D gondola ride as a stand-alone feature.

35k sq ft of deck was built atop the Mirage Lagoon that served as the layout for our village and experience.

We simultaneously erected Paramount Mountain on top of the existing volcano, resulting in a 75 ft installation that weighed 45,000 lbs.

A crew of approximately 400 was utilized for construction and labor. An additional 150 event staff operated and guided the event throughout the week.

Paramount’s week-long promotional efforts drove significant business results. Expedition Vegas garnered:

15k+ visitors

118 pieces of print, digital, broadcast and social coverage

Over 1 billion earned media impressions

Ratings and cross-platform franchise consumption increases for the IP featured on-site, including Yellowstone + 281% franchise consumption, Bob Marley: One Love #1 box office open, SpongeBob SquarePants franchise consumption +14% , Fire Country +5% season-over-season ratings increase and +4pp awareness increase for HALO S2

14M P2+ impressions across cable

A wealth of social content driving 8.2M views, 601k engagements, and 758k minutes watched

Paramount’s broadcast of Super Bowl LVIII earned:

123.4M viewers across all platforms, making it the most watched program ever

The most streamed Super Bowl in history

The most social telecast ever, with 1.37B Views, 278M Minutes and a 62.8M SCR