Paramount+’s ‘Hide and Peak’ scavenger hunt campaign has 58 Super Bowl tickets up for grabs

The weekly game for Paramount+ subscribers involves pre-roll QR codes leading to a sweepstakes

Published On
Dec 14, 2023
"Painty the Pirate” and a green parrot on a mountain top for a Paramount+ commercial

Editor's Pick

Paramount is once again beckoning consumers to the top of Paramount Mountain, and this time they could leave with tickets to Super Bowl LVIII.

An interactive campaign for the media company’s streamer Paramount+ will send fans of content such as “Mean Girls,” “Survivor” and “Star Trek” on a weekly scavenger hunt, while also potentially boosting the platform’s numbers.

Paramount+’s “Hide and Peak” campaign will require consumers to engage with the brand across platforms. The streamer’s social accounts (@ParamountPlus) will post each Thursday for three weeks with clues as to what content on Paramount+ will feature the chance to win. Subscribers who stream those shows will be prompted with a pre-roll QR code that redirects them to a sweepstakes landing page with entry guidelines to potentially receive a VIP Super Bowl LVIII ticket package.

The scavenger hunt will run through Jan. 8, with winners announced Jan. 15. Winners will be awarded two tickets to the game, taking place Feb. 11 in Las Vegas, with airfare, a three-night stay, and additional perks including special gifts and experiences. In total, 58 tickets will be up for grabs through the “Hide and Peak” campaign.

A promotional spot for the contest by Droga5 features Painty the Pirate, the theme song performer from “SpongeBob SquarePants,” on Paramount Mountain. The peg-legged art easel and portrait announces the contest with his swashbuckling accent, and scrolls through Paramount+’s library on a laptop to pronounce various titles with a hearty “arrrr.”


Super Bowl LVIII’s primary broadcast will air on CBS, and will stream live on Paramount+. Additional broadcasts include a kids’ version featuring characters from “SpongBob SquarePants” and “Dora the Explorer” on Nickelodeon, the Spanish-language broadcast on TelevisaUnivision and mobile streaming on NFL+. Paramount announced it was “virtually sold out” of ad inventory for the game in early November.

READ MORE: How Paramount will take over Las Vegas during the Super Bowl

“We couldn't be more excited to be the streaming home of CBS Sports’ presentation of Super Bowl LVIII and plan to generate excitement both on and off the field with original and creative campaigns, such as this interactive sweepstakes,” said Domenic DiMeglio, executive VP and chief marketing officer at Paramount Streaming, in a statement. “The digital activation gives us the chance to engage audiences within our service, while also giving back to some of our lucky fans with 58 tickets in honor of Super Bowl LVIII.”

The campaign also points to the growing trend of interactive advertising in streaming. Platforms have been upping their emphasis on content that requires viewers to either click or scan content to deliver direct sales for brands. CTV platforms and streamers including Roku, Vizio, Peacock and Amazon Prime Video have been testing new formats in shoppable advertising that can either be purchased straight through the screen or when scanned by a phone to begin training consumers to watch more actively while new ad technologies develop and become more widely adopted.