SPONSORSHIP I EVENTS I BRANDING I EXPERIENTIAL | PRODUCTION
Paramount+ was looking for an eye-catching way to kick off the 2026 NFL season. HS&E drew up the ultimate play with the perfectly designed “SEE YOU SUNDAE” truck.
20,000
UNIQUE FAN IMPRESSIONS
3,500
ICE CREAM SUNDAES SERVED
2,000
BRANDED GIVEAWAYS DISTRIBUTED
5
MINUTES OF AVERAGE DWELL TIME
The Truck
This was more than a regular ice cream truck—we built a one-of-a-kind vehicle for this experience. It was designed with a subtle retro-neighborhood theme that brought the nostalgia of Paramount+’s “See You Sunday” campaign to life. The front end was custom-built into a giant football helmet featuring the Paramount+ logo. We added a giant ice cream sundae to the roof, complete with drip details along the body, and a marquee Paramount+ sign above the window. Not only was the truck a huge head-turner, but it was built to dish out thousands of sundaes with ease.
Cities & Flavors
The tour visited four cities—Baltimore, Jacksonville, Las Vegas, and East Rutherford—to treat fans to delicious ice cream sundaes. Flavors in each city were tailored to the local fan base. At every location, fans could get the iconic “SEE YOU SUNDAE,” featuring cookies and cream ice cream topped with chocolate syrup, sprinkles, whipped cream, cherry, and a P+ white chocolate covered Oreo.
Talent Integration
Fans enjoyed interacting with mascots like Jaxson in Jacksonville and Poe in Baltimore. But nothing topped the collaboration with the stars of Marshals, the new hit show for Paramount+.
Giveaways
Ice cream wasn’t the only thing being handed out at the truck; fans also received co-branded giveaways like jersey koozies, bucket hats, and branded helmets.
