We have been tracking the new Paramount+ campaign leading up to the relaunch of CBS All Access, home to the new streaming Star Trek shows. Today the campaign expanded with a new ad, and it was lead by Star Trek: Discovery’s Michael Burnham. There are also more details about what’s coming next.
Michael leads Paramount+ expedition’s latest promo
Previous TV spots for the Paramount+ campaign have featured Pike (Anson Mount) and Spock (Ethan Peck) from the upcoming series Star Trek: Strange New Worlds. Tonight a new “expedition” campaign commercial arrived, and this time it featured Micheal Burnham (Sonequa Martin-Green) from Star Trek: Discovery leading the way with some other ViacomCBS family characters, albeit in her pre-Captain Burnham uniform. As with previous promos, “Ice Bridge” is narrated by Star Trek: Picard star Sir Patrick Stewart.
UPDATE: Michael has to deal with Beavis and Butt-head
On Tuesday Paramount released a follow-up to the same add called “Ice Bridge ‘Crack'” which adds Beavis and Butt-head to the mix.
3-phase campaign with “mega-stunt” on launch day
Today Ad Week outlined new details for the 13-week Paramount+ campaign. The “expedition” promotions are just the first of a three-phase campaign, with phase one culminating with the Super Bowl this weekend. Paramount+ will feature “prominently” during the telecast, and this will be coupled with “digital and social support, talent participation, paid efforts and even some in-game stunts and content teases.”
The second phase kicks off on Super Bowl night with a new series of ads “highlighting the depth and breadth of the service’s programming” starting during the postgame premiere of The Equalizer and the Super Bowl special edition of The Late Show with Stephen Colbert. This second phase will continue through February, culminating with The Grammy Awards in March.
Ad Week reports that Paramount+ is planning a “mega-stunt” on launch day, March 4th. That will be part of the third phase of the campaign, which will highlight Paramount+ original series, including trailers for upcoming shows. The campaign will continue into March Madness and through to mid April.
Get 50% 1 year of Paramount+
ViacomCBS has also rolled out a new promotion. If you sign up now for a CBS All Access annual plan, you can get 50% off your first year. On March 4, your subscription will automatically switch over to Paramount+. To get the 50% off deal CLICK HERE and use the code PARAMOUNTPLUS. This limited-time offer expires on March 3rd.
Keep up with the Star Trek Universe on TV here at TrekMovie.com.