See celebs scale Paramount+ symbol in Tremendous Bowl marketing campaign

“I think we’re in the very fortuitous placement, just from a timing position, that CBS happens to be the broadcaster of the Super Bowl,” says Domenic DiMeglio, executive VP of distribution, marketing and operations for the CBS Digital Media group at CBS Interactive. “It presented a unique opportunity.”

It’s no secret that the Super Bowl is one of the world’s most crowded advertising environments, with brands vying for million-dollar chunks of airtime. The major issue the CBS workforce initially posed when thinking about its Tremendous Bowl system was how to make Paramount+ messaging stand out amongst the group, DiMeglio suggests, especially with the so-referred to as “streaming wars” in total swing.

“We desired to have an approachable tone that did not consider alone much too very seriously. Super Bowl audiences want to be entertained and get a excellent snicker,” he suggests. In addition to “Sweet Victory,” a few other spots from the sequential journey are slated to run in the course of the video game.

Quite a few streaming solutions that marketed earlier through the Tremendous Bowl, like Netflix, Hulu and Amazon Prime Online video, have in the previous opted for relatively simple trailers highlighting one of their unique or primary sequence. On the other hand, platforms this kind of as Quibi (R.I.P.) that chose to make narrative advertisements, occasionally fell flat.

Looking to the potential

Just after the Tremendous Bowl, ViacomCBS will have significantly less than a single month until eventually Paramount+ goes live, and it programs to change its promoting system accordingly. The firm is slated to start into its “content-forward” phase of the campaign just after Sunday, DiMeglio states, with genre- and channel-particular messaging that touts particular person capabilities of the platform, these types of as entry to CBS Information reside and a lot of Nickelodeon hits.