The final season of Star Trek: Picard is the grand finale of a story that has spanned 35 years across multiple series, numerous movies and entire generations of viewers. Our challenge was to reignite generations of viewers for the long-awaited climax, which reunited Captain Jean-Luc Picard (Patrick Stewart) with the original cast of Star Trek: The Next Generation, in this once-in-a-lifetime entertainment event. Our strategy was to eventize the final voyage of Jean-Luc Picard while simultaneously leaning into his legacy across pop culture. Embracing the nostalgia, we also spotlighted the reunion and reprisal of his original Starfleet crew from Star Trek: The Next Generation.
To spotlight the final voyage of one of Star Trek's most beloved casts, this social campaign positioned Star Trek: Picard Season 3 as a must-watch series for new and longtime fans alike. Leading up to the season, dramatic videos counted down to the premiere while the @StarTrekLogs Instagram account posted a sprawling 12-post grid with dossiers on the characters and ships of the series. Season 3 launched with a massive social execution introduced by actor and director Jonathan Frakes, garnering over a million impressions and thousands of engagements. Throughout the season, standouts included an immersive 360 Google Maps experience, episode recaps with Jackie Cox, a custom AR filter that was updated as new episodes came out, and a global Instagram grid collaboration between 10 different accounts. Together with premium marketing content and after show content from the award-winning The Ready Room, this campaign sent Star Trek: Picard off on its finest voyage yet.
How do you send off Jean-Luc Picard and his crew for one last epic adventure? With a robust calendar of content, and a full arsenal of social and digital ideas, Paramount+ set out to create the biggest Star Trek social media campaign to date. And it was a smashing success with over 100 million impressions, 7 million engagements, 47 million social media video views, and 25 million Youtube views.
Highlights:
- Star Trek Logs: Instagram account featuring Starfleet logs created with guidance from EP Terry Matalas and voiced by the ship’s computer
- The Ready Room: Weekly cast interviews hosted by Wil Wheaton
- TikTok: Launched @StarTrek TikTok with exclusive content including cast videos, a trailer breakdown by Wil Wheaton, and a weekly recap called EnGayge with drag queen Jackie Cox
- Virtual Enterprise-D: On Google maps, 360 photography let fans visit the Enterprise-D bridge where it was filmed in Santa Clarita
- Roll Call: A finale video inviting fans to get a Starfleet rank and assignment that had over 25 thousand comments
- International Binge Grid: An Instagram grid where each post was a collab with a different global regional Paramount+ handle with copy in their native language.
With an audience score of 90%, the campaign successfully connected generations of viewers to join Picard on his final voyage throughout the stars. There were a total of 108.4M impressions, 47.7M Video Views, and 7M Engagements.
