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Library/Campaign/Paramount+ Mountain of Entertainment
Grade B22 sourcesHIS-01737

Paramount+ Mountain of Entertainment

Campaign · 2021

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Paramount+'s Super Bowl finale reached 7.9 million YouTube views in its extended cut.

Paramount+

@paramountplus · Jan 25, 2021

Roll call! @JeffProbst, @GayleKing, @JKCorden, and... @snooki?!  The journey to the peak of Paramount Mountain begins! #ParamountPlus bit.ly/39ZRkDM

3.3K199
Original · Paramount+ / Droga5

Paramount+

@paramountplus · Jan 31, 2021

It's official. We have our first confirmed case of puppet frostbite on Mount Paramount. #ParamountPlus bit.ly/2YsR9eY

1.5K110
Post · @paramountplus on X

Paramount+

@paramountplus · Feb 3, 2021

As conditions on Paramount Mountain worsen, some are forced to sacrifice for the greater good. Sorry @shemarmoore, the shirt has to go. #ParamountPlus bit.ly/2O1Gjur

1.2K72
Post · @paramountplus on X

seidimeow ✨

@loyalseidisixx · Feb 8, 2021

I AM IN TEARS!! 😭 SWEET VICTORY YEAH @SpongeBob #SuperBowl

6951
Post · @loyalseidisixx on X

Lulu

@Lulu_HoTS · Feb 8, 2021

YO DID THEY JUST BRING BACK THE SPONGEBOB BUBBLE BOWL DURING THE LITERAL SUPER BOWL???? #SuperBowl

Sweet Victory Spongebob GIF
3852
Post · @Lulu_HoTS on X

Cassie O

@cumuluscassie · Feb 8, 2021

Sweet victory from spongebob played in a super bowl commercial? Okay I’m pleased I can die happy now 🤣🥺😎😂 the paramount+ commercials are great 🤣 #SuperBowl #SuperBowlLV http

season 2 the secret box GIF by SpongeBob SquarePants
231
Post · @cumuluscassie on X
Clip · Paramount Plus on YouTube
Clip · Paramount Plus on YouTube
NFL’s official Super Bowl ad replay, showing the expedition at the summit.
Paramount+ / NFL
Paramount+ Campaign Will Reach Its First Peak at Super Bowl
Adweek
[WATCH] Paramount+ Super Bowl Ad, Patrick Stewart, Stephen Colbert, Trevor Noah
Deadline

Spread Score

How it works
Reach38Contagion35Breadth10Velocity43Longevity828

Numbers

Seed to peak proxy
2 weeks
Jan 24 ’21 to Feb 7 ’21
Platforms
5
Started on TV
Origin
Paid
Media & publishing

Mechanics

  • Mystery & lore
  • Response chain
  • Platform jump
  • Press loop
  • NewsjackingPrimary

How it spread

Trace the origin

Paramount+ launched the expedition on CBS, then put the finale online before the Super Bowl. Fans reacted on X. The February 7 Super Bowl airing serves as a peak proxy; no all-platform attention maximum was measured.

Proxy date; not a directly measured attention peak.

Google searchesJan ’21FebMarMayJulSepNovJan ’22FebPeak proxyParamount+ / CBSStarts · Jan 24 ’21ViacomCBSJan 19 ’21@paramountplusJan 31 ’21Paramount+Feb 4 ’21CBS All Access sign-upsFeb 7 ’21PressTVXYouTubeOpen web
PressTVXYouTubeOpen web

Timeline (15)

  1. January 2021

    ViacomCBS precursor · Jan 19 ’21

    ViacomCBS announced that CBS All Access would relaunch as Paramount+ on March 4.[1]

    Open the first post ↗

  2. Paramount+ / CBS seed · Jan 24 ’21

    The mountain-climbing campaign began during the AFC Championship broadcast on CBS.[2][3]

  3. @paramountplus owner response · Jan 31 ’21

    Paramount+ announced the expedition’s first case of puppet frostbite on its official X account.[4][5]

  1. press · Feb 2 ’21

  2. owner response · Feb 3 ’21

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Spread the same way

Campaign · YouTube · 202452

DoorDash All the Ads

DoorDash

DoorDash reported 8 million+ code submissions for its Super Bowl prize giveaway.

11.9B impressions

1 / 8

  • DoorDash All the Ads
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  • Daily Star’s Liz Truss Lettuce
  • e.l.f. Judge Beauty
  • Only Murders in the Building

Do this

  1. 1Use a recurring setting to connect separate ads into a sequence viewers can follow.
  2. 2
  3. 3

Every number (10)

  • Official extended finale on YouTube only; Tubular report“Paramount+: Paramount+ Expedition | Sweet Victory | Super Bowl LV Spot (7.9 million)”
    7.9M[16]

Press (5 outlets)

  1. Feb 2, 20219 days inAdweek · ViacomCBS’ Paramount+ Campaign Will Reach Its First Peak During Super Bowl

You’ve seen 1 of 3 steps, 1 of 10 numbers and 1 of 5 outlets. Pro opens the rest, with all 22 sources.

Join freeGo Pro · from $13/mo

Open the rest of this case

  • 3steps to copy, the playbook
  • 10sourced numbers
  • 5outlets that covered it
  • 22sources, each linked

The same on every case, with alerts and decks.

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Origin
Paid
Sector
Media & publishing
Region
US
Reported figure
—
Evidence
Grade B