Paramount+’s “Star Trek: Strange New Worlds” serves as a spin-off of its popular series, “Star Trek: Discovery,” and follows the intergalactic exploits of Captain Christopher Pike and the crew of the starship USS Enterprise in the decade before the events of “Star Trek: The Original Series.” For the first time, viewers can see the younger Pike, Spock, and Number One boldly go where no one has gone before.
Ahead of the series, Paramount+ focused on engagement with Star Trek fans. The idea was to drum up excitement for the launch of “Star Trek: Strange New Worlds” and build a community by letting fans receive their own rank/assignment timed to premiere.
Paramount+ set out to reintroduce both longtime fans and newly initiated Star Trek fans to the storied captain through an engagement post that features a bite-sized 45-second clip from Captain Pike’s introduction on “Star Trek: Discovery.” Alongside the video media, the post included an engaging call-to-action for fans to leave a comment on the post with their name.
Fans who followed through with the call-to-action received their own personalized Starfleet rank and job title. Some of the imaginative job titles included stellar cartographer, as well as med bay and galley positions. A modular reply matrix was used to respond to the hundreds of fans who engaged with the post. The reply matrix allowed fans to feel as though they each received a completely customized response from the official StarTrekOnPPlus Twitter account.
Paramount+’s Pike’s Roll Call Twitter post generated more than 280,000 impressions and more than 1,700 fan replies. The embedded Captain Pike introduction video was viewed more than 85,000 times on the Twitter post with no paid media component.