Roku and Paramount+ announced today a new “digital neighborhood” that will feature brand-specific buildings, visuals, and destinations at the beginning and end of streaming a video in their content library. Paramount+ is the first company to join Roku City with its own customized Neighborhood.
Roku City Neighborhoods debuted a beta version in Times Square as well as at the IAB NewFront on May 2nd. Roku City reached advertiser capacity throughout the third fiscal quarter of 2023. “We designed our platform to help partners build thriving businesses in a world where all TV is streamed,” said Peter Hamilton, Senior Director of Product Management at Roku. “This first-of-its-kind campaign makes Paramount+ unmissable at the key moments when viewers are deciding what to watch next.”
Paramount+ Roku City Neighborhood will be available from May 25th through May 29th. Audiences will have an “interactive visual experience” as the companies pair their content with popular franchises including Transformers, Star Trek, PAW Patrol, and even the UEFA Champions League.
“Bringing Paramount Mountain and many of our beloved franchises to Roku City through this first-ever fully branded takeover is a fun and disruptive new way for us to engage and delight fans of the diverse and popular offering that has been fueling the rapid growth of Paramount+,” said Domenic DiMeglio, Executive Vice President and Chief Marketing Officer at Paramount Streaming. “We have partnered closely with Roku to creatively feature fan-favorite characters such as SpongeBob SquarePants, Halo’s Master Chief, and Survivor host Jeff Probst throughout Roku City, along with other fun easter eggs including the Starfleet Headquarters and the Dutton’s iconic barn from 1923, which will further immerse customers in the experience and drive conversation across social.”
The fully immersive Paramount+ Roku City Neighborhood will go beyond promoting brands and content to increase customer acquisition. It’s intended to encourage engagement, retention, and long-term brand-building by tapping into Roku’s 40 million user base. Audiences will be able to sign up for promotional films and series only available on Paramount+.