Paramount+ is an American video-on-demand service owned by Paramount Global. The service’s content is drawn primarily from the libraries of CBS Media Ventures (including CBS Studios), Paramount Media Networks (formerly Viacom Media Networks), and Paramount Pictures, while also including original series and films, live streaming sports coverage, and in the U.S., live streaming of local CBS broadcast stations.
Paramount+ sought an engaging way to create awareness for the launch of their streaming platform in the U.K. during a multi-day experiential event titled ‘The Summit of Stars.’
The event took place in London from June 20th, 2022, until July 17th, 2022, and featured a series of consumer-led installations, pop-ups, and activations inspired by popular films and TV shows streaming on Paramount+. The activations aimed to draw visitors to the Piccadilly and Leicester Square area in London and allow patrons to enter a recreated set of the iconic transporter from Star Trek Discovery and become a hologram before their own eyes as they “beamed in” just like characters from the show.
“The Star Trek experience was a great success, and guests were amazed that they were able to witness being turned into holograms, especially as part of such a timeless television show,” stated Tim West, Senior Brand PR Director at Paramount+. “We had a massive number of visitors during the activation, owing in no small part to being located in an iconic central London spot with high foot traffic. ARHT’s hologram technology was an excellent fit for The Paramount+ Experience, and we love how it allowed for such an immersive and interactive experience.“
Overall, the activation was successful, with over 5,000 visitors coming through The Paramount+ Experience during the two-week opening and over 80% of those visitors engaging with Paramount+’s CAPSULE Star Trek experience. The Star Trek Experience was also a massive hit on social media, resulting in over 4,000 selfie moments being created and boasting an influencer campaign that reached over 3 million users.
“We had a huge number of visitors during the activation, owing in no small part to being located in an iconic central London spot with high foot traffic. ARHT’s hologram technology was an excellent fit for The Paramount+ Experience, and we love how it allowed for such an immersive and interactive experience,“ concluded Tim.