Velocity is excited to showcase the dynamic activations we've created in partnership with Paramount+ and the Nickelodeon Network, leveraging Formula 1 Fan Zones to target an enthusiastic fanbase and captive audience.
Our most recent engagement celebrated SpongeBob’s 25th Anniversary at the British Grand Prix 2024, where our team transformed a mood board provided by Paramount+ and Nickelodeon into an engaging and immersive experience. Visitors enjoyed activities such as shuffleboard, creating their own Bikini Bottom driver's license, and fun photo opportunities with Krabby Patties and SpongeBob’s iconic pants. The SpongeBob-themed F1 show car was a major highlight, drawing significant attention and enthusiasm from fans.
For the 2023 F1 season, Velocity was tasked with bringing various Paramount+ shows to life globally, developing fan zone activations from concept to delivery at the British, Mexican, Austin and Las Vegas Formula 1 Grand Prix's. At the Las Vegas Grand Prix, we brought the Paramount+ experience to life with a high-energy sports pub activation. Located in the heart of the F1 Fan Zone, just steps from the iconic Sphere, this activation placed guests right in the epicentre of the Grand Prix atmosphere. Visitors were able to immerse themselves in the ultimate sports pub, decked out with NFL and soccer memorabilia, showcasing Paramount+ as the go-to destination for all things sports. Drawing inspiration from the bright lights and exhilarating nightlife of Las Vegas, the Paramount+ Pub created an electric buzz, perfectly timed to celebrate the countdown to the Las Vegas Super Bowl. The activation generated excitement among sports enthusiasts, not only in Vegas but around the world.
A particular highlight from 2023, being tasked to incorporate the highly anticipated summer movie, Mission Impossible: Dead Reckoning into the Paramount+ British Grand Prix activation. Situated in the main Fan Zone, we designed, built, and delivered the 'Paramount Plus Paddock'—an immersive experiential space integrating Formula 1 elements such as a celebration podium and a life-size F1 car. The paddock featured multiple Paramount Plus Garages, housing Star Trek and Yellowstone photo opportunities with real-life movie props. In the Mission Impossible Garage, fans enjoyed an AI photobooth activation, allowing them to recreate the famous shot of Tom Cruise falling out of the back of a train.
Our collaboration with Paramount+ on previous activations has been a pleasure, and we were thrilled to continue this partnership in 2024, celebrating beloved shows and movies in such a unique and interactive manner.
