CBS Sports Marks 100 Days To Super Bowl LVIII With ‘Mountain’ Of Activation
Wednesday, November 1, 2023 at 09:17PM By Barry Janoff
November 1, 2023: When it comes to the first Super Bowl in Las Vegas, the working motto seems to be, “Too much is never enough.”
Paramount Global, parent company for CBS and the broadcasting and streaming home of Super Bowl LVIII, said it would bring the media brand’s iconic “A Mountain of Entertainment” to Las Vegas.
The event will “showcase an unprecedented display of Paramount Global’s popular and beloved entertainment series and films” to support CBS Sports’ coverage of Super Bowl LVIII on Feb. 11, 2024.
However, Paramount Global is not waiting until February to begin its activation.
"Paramount Expedition Vegas: Journey To The Peak" begins Nov. 3, marking 100 days until Super Bowl LVIII.
CBS and Paramount will bring 100 Paramount Mountaineers to New York’s Times Square to start a trek to the “Paramount Mountain” in Las Vegas.
In Las Vegas this February, a four-day-long “Paramount Mountain” fan-fest activation will feature ten brands from the company’s portfolio.
They include CBS, CBS Sports, Paramount+, Paramount Pictures, Nickelodeon, MTV, Comedy Central, BET, Pluto TV and Paramount Home Entertainment.
The block-long destination along the Vegas strip will have interactive fan experiences built around popular Paramount films and series, including Transformers, Yellowstone, Star Trek, Dora The Explorer, Ghosts, Sistas and UEFA Champions League.
In addition, a “Paramount Mountain” will be constructed on top of the iconic Mirage Volcano at The Mirage (3400 South Las Vegas Blvd.).
“CBS’ excitement for Super Bowl LVIII cannot be overstated — for television’s biggest and most-watched event of the year and the opportunity to showcase Paramount’s broad and diverse content offerings in fresh and innovative ways,” Mike Benson, CBS president and CMO, said via the network.
“Our efforts launched hours after last February’s Super Bowl with our CBS Sports’ ‘We Can’t Wait’ campaign, and as we prepare to commemorate the 100-day marker — and beyond — we’re continuing to harness the power of CBS and Paramount to attract a massive audience, across television and streaming, to what already promises to be another extraordinary cultural moment.”
As explained in a promo spot, “Paramount’s Expedition Vegas: Journey to the Peak” fronted by Drew Barrymore, “Paramount Mountaineers will travel across the country beginning Nov. 3 to gather fans and ultimately plant NFL team flags at the base of Paramount peak in advance of Super Bowl LVIII.”
“Paramount’s ‘Mountain of Entertainment’ in Las Vegas is an exciting, fan-focused physical manifestation of the expansive and popular content from across our portfolio of brands,” Josh Line, Paramount Global evp and chief brand officer, said via the company.
“Our partnership with the NFL allows us to drive growth and engagement with our brands and creates the opportunity to display the power of Paramount’s broad and beloved hits across every genre at the biggest event in television: Super Bowl LVIII.”
The NFL, Apple Music and Roc Nation said Usher would lead the Apple Music Super Bowl LVIII Halftime Show.
CBS Sports said today that Super Bowl LVIII would have a kids-centric presentation on Nickelodeon, marking the first time the Super Bowl will have an alternate telecast on another network.
It will include “eye-popping graphics that feature slime-filled end zones or SpongeBob SquarePants between the goal posts on field goal attempts, next-level eye-popping on-field graphics, guest reporters and virtual filters.”
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