ViacomCBS : Marketing ‘Halo’ Into a Streaming Hit

A Launch Day Takeover

For the Paramount+ premiere day on March 24, we planned a total takeover of all Paramount platforms and channels, including a 2-minute roadblock of Halo content.

For example, Comedy Central will run a marathon of video game-themed episodes of South Park, a show that definitely delivers on that core target gamer sci-fi fan. The episodes have interstitials, lower thirds, and a superbug pointing to the two minutes of Halo. We're utilizing the broad national exposure of March Madness on CBS as a launch platform for Halo. With a presence that will be felt, almost all available promo units - including announcer reads and in-game lower-third placements are pointing towards Halo content, culminating with a longer look during the Sweet 16 that we're roadblocking across the portfolio. CBS local stations will participate in the launch day takeover and are also running a 30 minute Halo behind the scenes special.

We're also taking advantage of our talent relationships. We identified Mike "The Situation" Sorrentino as a Halo superfan, so he's a perfect evangelist to promote the release. He'll introduce the two-minute look within the season finale of Jersey Shore: Family Vacation, which is fantastic synergy. We'll also feature talent from the series on Showtime's Desus and Mero and other interview opportunities within Paramount like The Late Show with Stephen Colbert, and within news segments, such as on CBS This Morning.

Beyond these linear integrations, we have an additional focus on social plans, including livestream stunts on Twitch with the Wild N' Out cast, YouTube collaborations, as well as Pluto TV integrations. We've also had an extensive external marketing push, which featured a massive drone stunt to promote Halo at SXSW, among many other integrations and partnerships.