Paramount+'s The Lodge 2025 aimed to transform Paramount+’s streaming content into immersive, real-world experiences that deepen fan engagement and elevate the brand’s cultural relevance. The activation was designed to blur the line between digital content and physical interaction, enabling audiences to step inside beloved franchises—from “Sonic the Hedgehog 3” and “Survivor” to “Yellowjackets” and “1923”—while also celebrating Nickelodeon favorites like “SpongeBob SquarePants,” “Dora,” and “Paw Patrol.”
Our primary goals were threefold: first, to establish Paramount+ as a cultural touchpoint by embedding the brand within high-profile events and seasonal destinations; second, to create emotional, participatory experiences that convert fans from passive viewers to active storytellers; and third, to generate measurable media impact and organic social engagement, amplifying the brand beyond the event footprint. Each activation stop—from SXSW and San Diego Comic-Con to ski resorts and the newly added Formula 1 Grand Prix—was strategically curated to engage specific audiences, offering scale, intimacy, and shareable moments that reinforced Paramount+’s innovative and experiential brand identity.
Paramount+'s The Lodge 2025 brought Paramount+’s content to life through a touring, multi-sensory experience built around a unifying “mountain retreat” concept. Each stop featured immersive, story-driven environments spanning 5,000–10,000 square feet, where attendees could physically inhabit their favorite franchises. From motion-capture teleportation in “Sonic the Hedgehog 3” and interactive Tribal Council moments in “Survivor,” to SpongeBob’s Jellyfish Fields and the eerie “Yellowjackets” forest, every environment engaged sight, sound, touch, and even scent to create a fully realized narrative world.
Technology was integral to Paramount+'s The Lodge. Motion-triggered effects, holographic projections, drone shows, and real-time video capture allowed guests to participate in cinematic moments and shareable activations. At the F1 stop, the activation adapted to a high-energy motorsports environment, integrating interactive displays, branded lounges, and photo-ready installations to connect racing fans with Paramount+ IP. Meanwhile, ski resort stops featured branded gondolas, winter-themed sets, proving the activation’s scalability and adaptability.
Challenges included customizing installations to each venue while maintaining a cohesive aesthetic and narrative. Each space presented logistical hurdles—from outdoor weather conditions at ski resorts to high-footfall management at Comic-Con—but the team leveraged modular set designs, advanced scheduling, and real-time problem-solving to deliver seamless experiences.
What made Paramount+'s The Lodge unique was its fusion of tactile craftsmanship and innovative technology, combined with narrative authenticity. The activation transcended traditional pop-ups or exhibits, turning every touchpoint into an emotionally resonant and culturally relevant experience that encouraged organic advocacy and social sharing.
Paramount+'s The Lodge 2025 successfully exceeded all objectives, achieving both audience engagement and brand amplification goals. Across all stops—including SXSW, San Diego Comic-Con, Palisades Tahoe in Lake Tahoe, CA, Torian Plum Plaza in Steamboat Springs, CO, and the F1 Grand Prix—the activation attracted thousands of attendees per event, with high dwell time and repeat engagement indicating strong emotional resonance.
Earned media impressions surpassed 40 billion, with nearly 26 million social interactions generated organically by attendees, influencers, and press. The F1 stop in particular broadened Paramount+’s audience reach to include motorsports enthusiasts, while remaining consistent with the brand’s overarching narrative and experiential design language. The campaign garnered approximately $1 billion in earned media value, receiving coverage from major outlets such as Variety, The Hollywood Reporter, and Digiday.
Attendees described Paramount+'s The Lodge as “cinematic,” “immersive,” and “unlike anything else,” reflecting the effectiveness of the multi-sensory, participatory approach. By transforming beloved IP into shareable real-world experiences, Paramount+'s The Lodge turned Paramount+ into a cultural participant rather than a passive content platform, achieving measurable success in engagement, awareness, and brand positioning.
