• by Fern Siegel , January 29, 2024

Paramount+ is big on immersive experiences. Which is why it’s bringing back The Lodge, an activation in collaboration with Alterra Mountain Company. The cabin-like atmosphere, with various themed activations, was designed for consumers to experience the diversity of TV content.

The company’s agency of record, 15|40, has spotlighted new shows, such as “Knuckles,” “Halo,” “Frasier” and “Lawmen: Bass Reeves,” among others, to give fans a personal experience.

“Halo” fans will encounter the mystical Covenant artifact, the relic of an alien civilization. Fans of the rebooted “Frasier” can step inside Mahoney’s Taproom — and Frasier’s mindset.

Since Paramount+ is also the streaming home of Nickelodeon, The Lodge offers the Frosty Nick zone, featuring interactive touchpoints, merchandise giveaways and fun photo ops. Guests can sample the Ninja Turtles mud room or snap a selfie with Dora the Explorer.

“The success of last year's tour is evidence that these creative and interactive experiences not only introduce the brand to new audiences, but deepen fan engagement with our iconic franchises and beloved characters,” James Stewart Cullen, vice president, global brand marketing, Paramount+, told Agency Daily.

The agency will coordinate ads and social content via the mountain resorts at each stop of The Lodge tour. Free tickets and time slots are available at the Fever site, which is pushing out content through its network.

Paramount+’s Lodge visits several states across the country. The full tour schedule is Feb. 2-4 at Winter Park Resort, Colorado; Feb. 16-19 in Stratton, Vermont; March 8-11, SXSW in Austin, Texas; March 22-24, Steamboat, Colorado; March 29-31, Palisades Tahoe, California; and July 25-28, San Diego Comic-Con.

Craig Waldman, president-CCO at 15|40, added: “In its sophomore year, The Lodge will be expanding to four mountain resorts. The excitement and energy from both the consumers and within the Paramount+ family has fueled our efforts to make The Lodge even better than the last.”

The Lodge is part of the network's ongoing “Mountain of Entertainment” ad campaign.