Paramount
Expedition Vegas at the Super Bowl
Paramount sought to expand their “Paramount Mountain” campaign by creating an IRL mountain in the middle of the Vegas Strip for Super Bowl week. We created a humungous, custom overlay that transformed The Mirage’s famous volcano into an Alpine mountain, which acted as the highly-visible centerpiece of the block-long event footprint. “Expedition Vegas,” which Event Marketer called, “the most elaborate and interactive experience we visited,” took participants on a journey through the brand’s shows and movies, moving through different vignettes inside mountain-themed areas: Base Camp, Chalet, Ridgeline, The Village, and Paramount Station. Fans waited in blocks-long lines to pose for old-timey photos in the Yellowstone: 1923 exhibit, take on MTV’s timed The Challenge obstacle, earn prizes from the Pluto TV vending machines, get a massage at the BET Sistas spa, pose with Comedy Central’s South Park characters, play NFL and Big Ten-themed games, and more.
The most popular element of the experience invited attendees to summit Paramount Mountain through the immersive, “Adventure to the Peak,” where they boarded a gondola for a 4D, simulated, snowy ascent, narrated by Tony Romo and Jim Nantz, and featuring Paramount characters along the ride.
The experience welcomed tens of thousands of guests and was the HQ for CBS coverage during Super Bowl Week, including a media event hosted by CBS Mornings’ Gail King and The Amazing Race’s Phil Keoghan. Top publications and news outlets across the country reported on “Expedition Vegas,” including Entertainment Tonight, Variety, CBS News, Inside Edition, and so many more.
Full Experience Walk-Through
“ADVENTURE TO THE PEAK” Attraction Experience
