Paramount+ is turning fan engagement into real estate—well, virtual real estate. As part of its “Find Your Mountain” campaign, the streamer launched “Paramount+ Fan Frontier,” a social activation that lets viewers claim customized plots of land inspired by shows like Survivor, Yellowstone, and SpongeBob. Between noon and 4 p.m. on July 9, fans responding to prompts on Facebook and Threads got custom digital deeds featuring their social handles, a personalized plot name, and design elements tailored to their favorite series or vacation vibe. Think beachside Dutton ranches or medieval Mean Girls kingdoms, all perched somewhere on the mythical Paramount Mountain.
The campaign’s creative engine is Adobe Firefly’s generative AI, which spun up artfully designed deeds in real-time based on input themes. It’s the brand’s first large-scale use of Firefly, following a smaller pilot during the IF movie premiere. Paramount+’s marketing and social teams have been experimenting heavily with AI—enough so that Firefly now “understands” the studio’s design palette before human editors fine-tune the output. Notably, Paramount is treating the AI as an assistive tool, rather than a shortcut, empowering creative teams to deliver fan-tailored content at scale while maintaining brand consistency.
For fans attending San Diego Comic-Con later in July, Paramount+ is expanding the concept with a “Fan Frontier Outpost” inside The Lodge activation. Visitors can answer the same prompts in-person, generating designs remotely and walking away with a printed land deed scroll plus a digital shareable. Paramount’s CMO Domenic DiMeglio says it’s less about gimmickry and more about deepening the viewer’s connection to both content and platform.
Read more at AdWeek.