Paramount +
An immersive experience
A 1950s-inspired fun fair came to life in the heart of Milan for one night to mark the launch of the series Grease: Rise of The Pink Ladies, the prequel to the iconic film Grease. The series was launched through a multichannel campaign that reached more than 20 million people.
Grease: Rise Of The Pink Ladies has been made available on Paramount+, the streaming service that from September 2022 offers a mountain of entertainment including international and local movies and TV series.
Year
2023
What we did
Creativity
GOAL
Launch Rise of the Pink Ladies, the new original series inspired by the world of Grease and the 1950s, with an amplification campaign capable of getting people talking about the series.
Reality check: how do you capture their attention?
For 74% of Italians, real, immersive experiences make the difference.
The entertainment insider
Paramount+ takes you into the world of its entertainment, letting you experience the excitement of TV series even before you see them.
Telling a series, from within the series.
The influencer-only immersive experience that sparked the online buzz around the title: With a truly unique 1950s setting, we brought the Grease iconic world to Milan.
Execution: DRIVEN BY the concept
We’ve broadcasted the first episode of the “from within” series by letting the influencers present every detail as well as the brand.
20 million people attended the event.
The goal of serving as a megaphone for the initiative and intriguing the audience on the topic was reached, choosing to work “phygital” rather than just on social media. For two days, our target audience’s feeds were transformed into a narrative of the 1950s.
13k
Engagement20M
Talent Reach6,5M
Reach
Are you in for a new impactful experience?