See celebs scale Paramount+ symbol in Super Bowl campaign

“I feel we’re in the pretty privileged position, just from a timing posture, that CBS takes place to be the broadcaster of the Tremendous Bowl,” states Domenic DiMeglio, government VP of distribution, advertising and marketing and functions for the CBS Electronic Media group at CBS Interactive. “It offered a one of a kind option.”

It is no top secret that the Tremendous Bowl is one particular of the world’s most crowded marketing environments, with manufacturers vying for million-dollar chunks of airtime. The major problem the CBS staff first posed when thinking about its Tremendous Bowl technique was how to make Paramount+ messaging stand out among the crowd, DiMeglio claims, especially with the so-referred to as “streaming wars” in full swing.

“We wanted to have an approachable tone that didn’t take by itself much too seriously. Super Bowl audiences want to be entertained and get a fantastic laugh,” he claims. In addition to “Sweet Victory,” a few other places from the sequential journey are slated to run through the sport.

Numerous streaming providers that marketed formerly during the Super Bowl, which include Netflix, Hulu and Amazon Key Movie, have in the earlier opted for relatively plain trailers highlighting just one of their exceptional or initial sequence. On the other hand, platforms these kinds of as Quibi (R.I.P.) that selected to generate narrative ads, occasionally fell flat.

Wanting to the potential

Following the Tremendous Bowl, ViacomCBS will have a lot less than 1 month until Paramount+ goes reside, and it programs to shift its marketing method appropriately. The company is slated to launch into its “content-forward” stage of the campaign after Sunday, DiMeglio claims, with style- and channel-precise messaging that touts person characteristics of the platform, this sort of as obtain to CBS News stay and a lot of Nickelodeon hits.