Paramount+ SXSW Strategy: Can Installation Help Win Streaming Wars?

Paramount+ made a big splash at SXSW with its Paramount Lodge, an immersive experience full of sneak peeks, interactive exhibits, and brand partnerships. Michelle Garcia, the SVP of marketing at Paramount Streaming, is leading the charge to build lasting brand loyalty in a crowded market.

According to Garcia, they’re not just showcasing content, they’re creating a physical gateway into their universe. With the streaming wars heating up and heavy hitters like Netflix and Disney+ in the ring, standing out is no easy task. Paramount+ boasts an impressive library of big names like Top Gun, Star Trek, and SpongeBob SquarePants, but transforming iconic franchises into consistent digital growth is a different story.

Media analyst Evan Shapiro has pointed out the challenges of the streaming business – it’s like retail because you’re not dealing with just a few cable execs, you’re selling to millions of unique consumers. Garcia, however, sees this as an opportunity to focus on fans, their passions, and what drives them to deeply engage. Paramount+’s strategy goes beyond traditional advertising by fostering direct emotional connections with consumers through events like SXSW and partnerships with brands like Walmart+ and Delta.

One of the biggest hurdles for Paramount+ is establishing its streaming brand amid established giants like Netflix and Disney+. While they may be newer to the game, Garcia believes that leveraging their iconic stories and making new releases feel like cultural moments can set them apart. Despite some unanswered questions about differentiation beyond their intellectual property and subscription sustainability, Paramount+ is clearly playing the long game.

Paramount+ is definitely making waves at SXSW, with impressive brand activations and strategic partnerships. However, the real test will be whether these efforts are enough to make a lasting impression in the highly competitive world of streaming entertainment.