PARAMOUNT+ LAUNCHES NEW SOCIAL STUNT, "FAN FRONTIER,” AS PART OF “FIND YOUR MOUNTAIN” CAMPAIGN

Interactive Stunt Gives Fans A Chance To “Claim” Their Own Deed on Paramount Mountain

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July 9, 2025 – Paramount+ today announced the launch of a new interactive social experience, “Paramount+ Fan Frontier,” giving fans the chance to claim their very own place on the legendary Paramount Mountain*. As part of the service’s latest “Find Your Mountain on Paramount+” campaign, the stunt will transform Paramount Mountain into an interactive digital landmark allowing fans to engage with Paramount+ IP such as SPONGEBOB SQUAREPANTS, STAR TREK, YELLOWJACKETS and SURVIVOR in a fun and unique new way. 

From 12 p.m. to 4 p.m. ET today, Paramount+ invites fans on Facebook and Threads to reply to prompts to showcase their fandoms, including “name your favorite Paramount+ series” and “share your dream vacation spot.” Select participants will then receive custom creative deeds to their own unique plot of land on Paramount Mountain. The personalized plots of land have infinite possibilities, ranging from a beach-front Dutton-style ranch to a luxurious pineapple under a tree in Tuscany. Each deed will feature fans’ social handle and official plot name, a design inspired by their chosen genre and a visual of Paramount Mountain. 

“We’re always exploring innovative, hyper-personalized ways to connect fans with the stories and characters they love on Paramount+,” said Domenic DiMeglio, Chief Marketing Officer and Chief Data Officer, Paramount Streaming. “This new social activation builds on our legacy of emotionally resonant campaigns, pushing creative boundaries, elevating brand recognition and setting new expectations through cutting-edge tools and technology.”

The Paramount+ Fan Frontier social campaign, powered by the streaming platform’s creative marketing and social teams, leverages Adobe Firefly’s generative AI technology to build the one-of-a-kind, personalized deeds in real-time. A second iteration of the stunt will take place at Paramount+’s “The Lodge” during San Diego Comic-Con, from July 23 to July 27, 2025, bringing a full-scale Fan Frontier Outpost to life with an interactive booth. Fans can participate by answering prompts while in line for The Lodge, and a remote design team will generate a digital deed based on responses. Fans will receive their printed land deed scroll upon exiting The Lodge, and a digital copy will be sent via SMS, allowing participants to share online. 

“Paramount+ Fan Frontier is a powerful example of how one-to-one personalization can help brands stand out in a crowded, attention-based economy,” said Hannah Elsakr, Vice President of Global New Business Ventures, Adobe. “With Adobe Firefly generative AI, teams at Paramount+ are inspiring fans to co-create and connect with their favorite characters with custom images.”

This new social experience is a continuation of the “Find Your Mountain on Paramount+” multi-platform brand campaign, following recent live action spots including “Survivor vs. Yellowjackets,” “Mean Girls Meets Gladiator” and “Patrick Starship Enterprise,” which highlight and remix the latest and greatest hits from Paramount+. This interactive social stunt builds on the service’s commitment to providing a personalized content experience by inviting fans to connect with their favorite Paramount+ movies and series like never before. 

*For entertainment purposes only. This is not a real deed and does not entitle the recipient to any property rights. All rights to the content depicted are the property of Paramount Global. This is a fictional “Paramount Mountain.” This social stunt can also be replicated at any time. 

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About Paramount+

Paramount+, part of Paramount’s (Nasdaq: PARA, PARAA) global portfolio of multimedia entertainment and news brands, is a direct-to-consumer digital subscription video on-demand and live streaming service, combining live sports, breaking news and A Mountain of Entertainment™. The streaming service features an expansive library of original series, hit shows and popular movies across every genre from world-renowned brands and production studios, including BET, CBS, Comedy Central, MTV, Nickelodeon, Paramount Pictures and the Smithsonian Channel. Paramount+ Premium, the service's cornerstone plan, is also home to SHOWTIME^® content, including scripted hits and critically acclaimed nonfiction projects and films. This premium plan includes unmatched events and sports programming through the local live CBS stream, including golf, basketball and more. All Paramount+ subscribers have streaming access to CBS News Network for 24/7 news and CBS Sports HQ for sports news and analysis.

For more information about Paramount+, please visit www.paramountplus.com and follow @ParamountPlus on social media.

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Paramount+ Press Contacts

Stephanie Clark: Stephanie.Clark@Paramount.com 

Abby Lucas: Abigail.Lucas@Paramount.com 

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