As experiential marketing became increasingly saturated—particularly around high-traffic cultural tentpoles like SXSW and San Diego Comic-Con—Paramount+ faced the challenge of not only launching The Lodge as a breakthrough activation, but sustaining its relevance year-over-year.

The task extended beyond driving awareness for a single moment; it required evolving The Lodge into a repeatable, ownable franchise that could consistently capture media attention, attract top-tier talent and creators, and deliver fresh storytelling across an ever-changing slate of Paramount+ titles.

Across four consecutive years, The Brand Agency was tasked with ensuring each iteration of The Lodge felt new, newsworthy, and culturally competitive—while maintaining momentum with media, influencers, and consumers in an increasingly crowded experiential landscape.

Over four years, The Brand Agency transformed The Lodge into a must-attend experiential franchise, delivering sustained and scalable impact across media and social. Collectively, the campaign has generated 68+ billion media impressions and 200+ million social impressions, with consistent coverage across top-tier outlets including Forbes, Business Insider, Adweek, WWD, and IndieWire.

The program has successfully expanded from a three-stop launch to a multi-market national tour anchored by major cultural tentpoles like SXSW and San Diego Comic-Con—driving continued relevance and audience growth year-over-year. Through strategic influencer casting and talent integration, The Lodge has also evolved into a creator-driven engine, partnering with 50+ influencers and celebrities across four years to amplify reach and drive organic engagement at scale.

Most notably, The Lodge has sustained consistent media appetite across four consecutive cycles, cementing its position as a benchmark for longevity in experiential entertainment marketing.