Earlier this month, 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,” said a Paramount+ spokesperson.
The slopeside hub, which was produced by 15|40 Productions, took over California’s Mammoth Mountain March 2-5, SXSW in Austin March 10-13, and Steamboat Springs, Colo. March 16-19. “As popular ski destinations, Mammoth Mountain and Steamboat are a natural fit,” the spokesperson said, adding that SXSW is “cultural touchstone.”
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.
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.
Keep scrolling to see more from The Lodge: A Paramount+ Experience and compare how the activation changed from city to city…