Paramount+ is celebrating the 25th anniversary of SpongeBob SquarePants with an ambitious marketing campaign in Roku City, a virtual environment within Roku. Teaming up with Roku, Paramount+ plans to showcase an animated vehicle parade featuring iconic characters like SpongeBob, Patrick Star, and Squidward.
These animated cars will traverse past famous landmarks from Bikini Bottom, including SpongeBob’s pineapple house and Squidward’s home. Paramount+ is pioneering this use of animated vehicles on Roku, aiming to captivate viewers with this novel advertising approach.
The campaign extends beyond just the animated parade. Paramount+ will also dominate the Roku home screen with a themed takeover starting July 14th, directing users to explore SpongeBob content on their streaming platform. Last year, Paramount+ was the first entertainment brand to advertise within Roku City, leveraging its reach to approximately 120 million daily users who interact with Roku’s home screen.
Jon Goodstadt, head of global ad sales at Roku, emphasized that their partnership with Paramount+ focuses on driving viewers to engaging content on the platform. Domenic DiMeglio, head of marketing & data for Paramount Streaming, echoed this sentiment, highlighting the campaign’s dual objectives of increasing awareness and encouraging viewership on Paramount+.
DiMeglio emphasized the cultural significance and devoted fandom surrounding SpongeBob, noting that this campaign aims to creatively engage fans. Paramount+ plans to further bolster its SpongeBob presence with a significant showing at San Diego Comic-Con, underscoring the franchise’s enduring popularity and loyal fan base.
The marketing push for Paramount+ coincides with broader corporate developments, including Skydance’s pending acquisition of Paramount’s parent company. Skydance executives envision Paramount+ as a leader in the streaming industry, leveraging strategic partnerships to enhance its competitive position.
Paramount+ and Roku are joining forces to celebrate SpongeBob SquarePants’ milestone anniversary with an innovative marketing campaign in Roku City. This initiative not only showcases the beloved characters and landmarks from Bikini Bottom but also underscores Paramount+’s strategic approach to expanding its viewer base through creative and immersive advertising strategies.
