paramount+’s
the lodge 2024 tour
An immersive cabin-like experience pop-up in mountain cities across the United States
the challenge
Paramount+ revived their iconic ‘The Lodge’ tour for the second year in a row—this time with double the stops. The streaming service built the immersive entertainment experience disguised as the ultimate mountain lodge in mountain towns from coast to coast with an additional appearance at SXSW 2024 and San Diego Comic-Con 2024 (see here for case study). Attendees at the snowy stops had the opportunity to visit the mountain lodge and step into their favorite titles on the streaming platform, including Star Trek: Discovery, Mean Girls (2024), Survivor, SpongeBob SquarePants and many more. The Brand Agency was tasked with leading the charge on all media relations around the tour and each of its stops, securing national and local attention, as well as facilitating an influencer trip for increased awareness.
DATA-DRIVEN RESULTS
The Brand Agency implemented our signature three-pronged event strategy, driving visibility for the revival of Paramount+’s The Lodge experience with curtain-raiser coverage, press and social media coverage throughout the tour, as well as coverage after the wrap of the tour. We tapped press at leading outlets in the entertainment, marketing and lifestyle spaces for coverage. Our strategy paid off and resulted in over 38.9 billion media impressions with coverage in marquee outlets such as Forbes, Business Insider, Collider, Adweek, AdAge, in addition to local press and social media coverage from the coast to coast mountain towns, SXSW 2024 and SDCC 2024 attendees. The Brand Agency also assisted in planning and executing a brand trip for top tier influencers filled with winter weekend activities and including a VIP evening at The Lodge. These names included Spencer Hunt (15.8M Followers), Charles Brockman (7.6M Followers), Courtney Parchman (1.1M Followers) and more, which contributed to the over 149.6 million social media impressions.
