Mar 19, 2021
By Kelby Clark
A coordinated, cross-platform initiative from ViacomCBS’ flagship brands capped off a weeks-long mega-campaign for the launch of the new streamer.
If you tuned into Nickelodeon on March 4, you likely saw ads for Kamp Koral, the new SpongeBob SquarePants spinoff series on Paramount+. That day on CBS This Morning, you also may have spotted the Paramount+ logo on Gayle King’s coffee mug. Or maybe you saw the entire Jersey Shore cast on Twitter, talking about their show’s debut on ViacomCBS’ new streaming service.
All were part of the company’s cross-platform, cross-brand promotion for its new streaming service. For more than 13 weeks, starting with Super Bowl LV on CBS, all of ViacomCBS' flagship brands rallied together and showcased the full breadth of the company’s portfolio.
“The launch day stunt gave us the opportunity to really emphasize ViacomCBS’ unique reach and scale, which sets us apart from our competitors," says Adele Plumail, SVP of cross-company marketing at ViacomCBS. “There’s something for everyone in our content, and now there’s something for everyone on Paramount+. We also got the opportunity to show up as a combined company in a way that hasn’t been seen before, delivering 3 billion impressions across platforms.”
The March 4 stunt culminated in more than 1,400 promos running across the company’s TV networks—BET, BET Her, CBS, CBSN, CBS Sports, Comedy Central, MTV, MTV2, VH1, Logo, CMT, TV Land, Smithsonian Channel, Paramount Network, Pop TV, Nickelodeon, Nick at Nite, and Teen Nick. Each brand featured custom Paramount+ lower thirds driving to the service throughout the day. Promo spots across free, ad-supported service Pluto TV earned 2 million impressions per day during the week of March 1.
Additionally, more than 430 social media posts were published across company-affiliated accounts on Facebook, Twitter, Instagram, and LinkedIn, with posts from Paramount+ owned-and-operated accounts generating 9.5 million impressions and 18.6 million video views across Facebook, Twitter, and Instagram specifically. Also, a special YouTube livestream activation featuring 27 different branded channels reached 81.3 million subscribers.
Here’s a roundup of the campaign’s major highlights across platforms:
"The launch day stunt gave us the opportunity to really emphasize ViacomCBS’ unique reach and scale, which sets us apart from our competitors."
SVP of Cross-Company Marketing at ViacomCBS