As its tagline promises, Paramount Global is bringing a mountain of entertainment to Las Vegas ahead of Super Bowl LVIII on February 11, 2024.
The four-day fan activation begins on Thursday, February 8, 2024 and continues through Super Bowl Sunday. The big game will be broadcast on CBS and streamed on Paramount Plus, along with a special kids and family presentation on Nickelodeon.
The activation will feature 10 brands from across the company’s portfolio, including CBS, CBS Sports, Paramount Plus, Paramount Pictures, Nickelodeon, MTV, Comedy Central, BET, Pluto TV and Paramount Home Entertainment.
Paramount will bring Paramount Mountain to Las Vegas, building it on top of the Mirage volcano on the strip. It will also construct a block-long structure featuring immersive fan experience built around such Paramount films and series as Transformers, Yellowstone, Star Trek, Dora the Explorer, Ghosts, Sistas, UEFA Champions League and more.
There also will be a Paramount Plus Lodge where explorers can traverse through the various realms that embody Paramount’s flagship streaming service. While there, visitors can check out sneak peeks of Paramount Pictures’ upcoming films.
Those brave enough to summit Paramount Mountain will have the opportunity to reach its precipice through an immersive “FUNicular Experience.” Voyagers will board a hyper-realistic gondola ride and ascend in a thrilling simulation with Paramount characters and brands to guide them to and from the mountain’s peak. Paramount’s Mountain of Entertainment will be located at The Mirage at 3400 South Las Vegas Blvd in Las Vegas.
“Paramount’s ‘Mountain of Entertainment’ in Las Vegas is an exciting, fan-focused physical manifestation of the expansive and popular content from across our portfolio of brands,” said Josh Line, executive vice president and chief brand officer for Paramount Global, in a statement. “Our partnership with the NFL allows us to drive growth and engagement with our brands and creates the opportunity to display the power of Paramount’s broad and beloved hits across every genre at the biggest event in television: Super Bowl LVIII.”
“Paramount Expedition Vegas: Journey to the Peak” kicked off on Friday, marking 100 days until Super Bowl LVIII. On that day, CBS and Paramount brought 100 Paramount Mountaineers to New York City’s Times Square where they began their trek to Las Vegas. Over the next three months, they will travel across the country to gather fans and ultimately plant NFL team flags at the base of Paramount Peak ahead of the game.
“CBS’ excitement for Super Bowl LVIII cannot be overstated – for television’s biggest and most-watched event of the year and the opportunity to showcase Paramount’s broad and diverse content offerings in fresh and innovative ways,” said Mike Benson, president and chief marketing officer for CBS, also in a statement. “Our efforts launched hours after last February’s Super Bowl with our CBS Sports’ ‘We Can’t Wait’ campaign, and as we prepare to commemorate the 100-day marker – and beyond – we’re continuing to harness the power of CBS and Paramount to attract a massive audience, across television and streaming, to what already promises to be another extraordinary cultural moment.”