Find Your Mountain: Paramount+ Elevates Fan Engagement at SDCC 2025

Exploring New Heights in Fan Engagement: Paramount+ at SDCC 2025

This week, the sun-drenched streets of Southern California are buzzing with excitement as fans gather at the annual San Diego Comic-Con (SDCC), one of the premier event hubs for superfans. At the forefront of this year's festivities is Paramount+, known for its innovative and immersive activations. Their major attraction: The Lodge—an experiential space designed to create a vibrant community among fans while promoting beloved shows such as “Dexter: Resurrection” and the upcoming “NCIS: Tony & Ziva.” If this is your first foray into SDCC or you’re a seasoned attendee, you’ll find that Paramount+ is again pushing the boundaries of what brand engagement can look like.

Welcome to The Lodge: A Fan’s Paradise

Upon entering The Lodge at SDCC 2025, fans are immediately swept into a unique atmosphere filled with high-energy music and a warm welcome from brand ambassadors. Carrying ski-lift badge aesthetics, attendees are equipped with drink tickets that invite them to explore various thematic sections. For instance, the chilling vault from “Dexter: Resurrection” provides a glimpse into the mystery of the show through interactive displays, offering not just a visual feast but an engaging experience.

The vault isn't just about visuals; it serves a dual purpose. Attendees exit with exclusive merchandise—a branded towel soaked in the show's iconic theme—and a QR code that leads them into a 3D virtual walkthrough. This blends the physical and digital experiences, enhancing customer engagement and driving home the significance of storytelling in direct marketing strategies.

The CBS Sports Clubhouse: A Touchdown for NFL Fans

In contrast to the eerie vibe of the “Dexter” section, the CBS Sports Clubhouse lights up with a jubilant atmosphere celebrating the NFL. Sporting stadium-style seating and plenty of interactive features, this installation propels lead generation through engagement with avid sports fans. With activities like a mock-target practice game and a foosball table, together with food offerings that resemble casual stadium snacking, Paramount+ taps into that communal spirit of sports enthusiasm.

Petite Delights: The Parisian Café Experience

Switching gears entirely, attendees can indulge in a touch of sophistication at a café-themed area featuring “NCIS: Tony & Ziva.” This space suffuses the atmosphere with a touch of European elegance as fans are treated to raspberry macarons. As they enter, floral mugs surrounded by surveillance props create an immersive environment that not only promotes the show but encourages shareable moments on social media. Such strategic branding coupled with delightful experiences enhances customer acquisition strategies and gives fans a concrete reason to engage further with the brand.

Building a Community of Superfans: A Key To Success

One of the standout aspects mentioned by Michelle Garcia, Executive Vice President of Consumer Marketing at Paramount+, is the diverse offerings presented within a singular venue. Each brand activation shares the same space yet holds its unique charm, creating a tapestry of stories spanning genres from horror to action. This strategy effectively builds a community of diverse fans under one roof, a triumph for branding and lead generation alike. Emphasizing this kind of fan-based ecosystem is essential in today’s marketing landscape where personalization and engagement reign supreme.

The Future of Fan Engagement: Lessons for Business Owners

As evident from Paramount+'s SDCC 2025 strategies, businesses looking to engage deeply with their audiences can learn valuable lessons. The importance of creating immersive experiences cannot be overstated. Moving beyond traditional advertising into the realm of experience-driven engagement fosters customer loyalty, amplifying both word-of-mouth marketing and social media interactions.

For business owners generating between $2M to $10M in revenue, especially those actively scaling, consider how these fan engagement tactics can enhance your own branding and customer acquisition strategies. How can your organization craft experiences that resonate with your target audience? It’s time to follow Paramount+’s lead and explore the mountains of opportunity in fan engagement.

Take action today to assess your current branding and marketing strategies. Ask yourself: are you fully leveraging the power of community and experience? Begin innovating your approach to customer engagement for lasting impact.