Paramount+ AI-Powered Campaign Lets Fans Own Plots of Land From Favorite Shows

If you’ve ever wanted to own a plot of land from your favorite Paramount+ series, now’s your chance.

Today, Paramount+ launched “Paramount+ Fan Frontier,” a new interactive social experience that builds on the streaming service’s “Find Your Mountain on Paramount+” campaign, allowing viewers to claim their very own place on Paramount Mountain.

The stunt, which comes following recent spots for “Survivor vs. Yellowjackets,” “Mean Girls Meets Gladiator,” and “Patrick Starship Enterprise,” will turn Paramount Mountain into an interactive digital landmark so fans can feel like they’re a part of their favorite Paramount+ shows.

Starting July 9, between 12 p.m. and 4 p.m., Paramount+ will invite fans on Facebook and Threads to reply to prompts related to its franchises, including “name your favorite Paramount+ series” and “share your dream vacation spot.” Selected participants who answer the prompts will receive custom creative deeds to their own unique plot of land on Paramount Mountain.

The personalized plots of land come with different options, from a beachfront Dutton-style ranch or an upscale pineapple under a tree in Tuscany. Each deed will include the fan’s social username and official plot name, which features designs inspired by their chosen genre and a visual of Paramount Mountain.

Domenic DiMeglio, CMO and chief data officer, Paramount Streaming, said the experience made sense for the next iteration of the campaign, especially when it came to figuring out how to engage with viewers through real-life and social elements.

“When we first launched the campaign, we talked about Paramount+ being a mountain of entertainment with the depth and breadth and establishing the service as a place where you can find so much you love to stream,” DiMeglio told ADWEEK. “But over time, with ‘Find Your Mountain,’ what we wanted to lean into was to also be able to connect with consumers.”

The social campaign, which is led by Paramount+’s creative marketing and social team, utilizes Adobe Firefly’s generative AI technology to build personalized deeds in real-time.

“Just like everyone else, we’ve been doing a lot, trying to test what’s happening with AI tools in the space and working hard at an enterprise level to both vet and get access for our teams with tools, and Adobe has been a great partner,” DiMeglio said.

While Paramount previously had a smaller, pilot partnership with Adobe Firefly when the film IF premiered last year, this is the first time Paramount+’s brand program is using it on a bigger scale for one of its campaigns.

“We had a lot of fun with that,” DiMeglio said. “Fans loved it, and it felt like for Paramount+’s ‘Find Your Mountain’ campaign, leveraging the technology in a unique way would be an amazing brand-forward approach to take, and we’re always trying to put the tech into the hands of our creative talent.”

DiMeglio said that for the customization process, the creative marketing and social teams already have a design reference in Adobe, so Firefly already understands the design palette it’s working with.

“We’ll get back an initial rendering, and then our team will have the ability to customize and edit as they see fit and finalize it and return it to fans,” DiMeglio said. “It’s a nice partnership in terms of allowing the AI and the tech in the hands of the creative talent to be able to create these types of experiences for fans at scale.”

A second part of the experience will take place at Paramount+’s The Lodge during San Diego Comic-Con from July 23 to July 27 to bring a full-scale Fan Frontier Outpost to life with an interactive booth. Fans will be able to answer prompts while in line for The Lodge, while a remote design team generates a digital deed based on responses. They will then receive a printed land deed scroll upon exiting The Lodge, while a digital copy will be sent via text for users to share online. 

“We hope fans have fun with it, and that it drives a deeper connection with the Paramount+ brand as well as their favorite shows and characters,” DiMeglio said. “That’s always what we’re trying to do. This is going to be another one of those examples where we have the brand come to life in a fun way for our fans.”