Case Study: CBS drives fan engagement and tune-in with Trailer Park's immersive "The Road" tour activation

CBS drives fan engagement across 6,671 miles with Trailer Park

The customer CBS partnered with the vendor Trailer Park Group to create a first-of-its-kind experiential marketing campaign for the show "The Road." The challenge was to design an immersive activation that would give fans a direct taste of life on tour, drive tune-in for the premiere, and successfully integrate a wide range of brand partners.

Trailer Park Group designed and managed a multi-vehicle tour, including a show bus with an interactive VIP experience. The solution involved 17 stops featuring large-scale activations like pop-up concerts, premiere parties, and influencer events, all developed in collaboration with Mirada. The campaign traveled 6,671 miles, successfully generating significant fan engagement and making a major impact across key markets leading into the show's premiere.

CBS