From the Streets to the Screen: Paramount+ Dominates the Ride with a 360° Lyft Takeover for Landman Season 2

Paramount+ needed to cut through the noise of a crowded streaming landscape to make the premiere of Landman Season 2 a cultural moment. The objective was twofold: generate massive, public-facing buzz in key regional markets ("Landman Country") while simultaneously driving personal, lower-funnel tune-in intent among a broader digital audience.

Paramount+ partnered with Lyft to "surround" the passenger journey, creating an ecosystem where physical visibility met digital engagement.‍

• The Physical "Swarm" (OOH): Lyft deployed a fleet of 31 branded pickup trucks across 8 major markets in the South. The fleet executed a "swarm" strategy, targeting high-traffic cultural events, including NFL games, the National Finals Rodeo in Las Vegas, and marquee college football matchups. This ensured the show was unmissable in high-density areas while also aligning with other much-anticipated events. Learn more about Car Wrap Branding.

• The Digital Engagement (Video): To convert that buzz into intent, the campaign utilized Video Ads to reach riders during the "Wait," "Match," and "In-Ride" phases. This captured passengers in a non-interruptive, attentive environment, allowing Paramount+ to deliver high-fidelity trailers directly to riders' phones.

As the Paramount+ case study shows, Lyft Ads delivers full-funnel impact by engaging riders when they are most attentive. Discover how you can achieve similar growth in awareness and consideration.

The multi-faceted approach delivered undeniable scale and deep audience impact, proving that connecting physical presence with digital storytelling drives results.

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1. Mass Scale & Visibility The OOH activation successfully painted the town, delivering over 12.7 million impressions across 58 total activation hours. The physical fleet ensured Landman remained top-of-mind during peak entertainment moments.

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2. Driving Intent Among Young Viewers (18-29) The digital layer of the campaign successfully moved the needle with the difficult-to-reach Gen Z and Young Millennial audience. This group reported a 12.9% increase in Consideration and a massive 17.6% lift in the perception that Paramount+ "meets my needs".

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3. Boosting Awareness & Affinity (30+) The campaign resonated deeply with mature audiences. Millennials (30-39) saw a breakthrough in visibility with a 14.9% lift in Ad Awareness, while users 40+ developed a stronger emotional connection, showing a 16.6% increase in Brand Affinity.

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4. Conquesting the Competition The strategy effectively swayed users of rival platforms. Exposure to the campaign drove a 23.4% lift in the perception that Paramount+ "meets needs better than the competition" among these users.