Yellowstone follows the violent world of the Dutton family, who control the largest contiguous ranch in the U.S. Led by their family patriarch, John Dutton, the family fights to defend their ranch and their way of life from enemies, old and new, who will stop at nothing to take their land. It's all about family ties, loyalty, secrets, politics, and violence, and as the series launches part two of season 5 this November, there’s a lot of unfinished business to address. Civil war has erupted among the Duttons, with Jamie and Beth at odds, John facing impeachment, and a devastating illness that's affecting Montana wildlife and endangering the Duttons’ cattle. The tension and drama are at an all-time high, making the new episodes a must-watch for fans, and Paramount+ wants to make sure no one misses out.
To that end, Paramount+ is looking for concepts for a stunt, specifically designed for social media distribution, that could engage fans of the series all over the world. When we say "stunt," we mean an activation that can spread across social media feeds in a way that grabs people's attention and raises awareness about the season premiere. Think about things like a scavenger hunt to find hidden Y's around Paramount's different social media accounts. Or generating a unique cowboy/cowgirl name by having users comment their birth month and favorite ranch animal. Or a stunt the actors could do on their profiles to help promote the show. Perhaps we count down to the season premiere by having the Paramount+ account post unique fan art in different mediums that eventually come together on its Instagram feed to revel the iconic Yellowstone "Y" logo. The goal is to drive attention about the show on social media, so your concept should easily lend itself to fans sharing and talking about it online.
Importantly, Yellowstone has different premiere dates for different markets, so Paramount+ is keenly interested in concepts that would still feel fresh regardless of when a region's particular premiere date is. No matter what direction you go, your concept should lean into the premium look & feel of the show. Paramount+ is NOT looking for hokey or corny concepts. Yellowstone is a premium television show, so all concepts should honor that quality while paying tribute to the cowboy culture that drives the show.
For any questions or other project updates, check out the Project Forum.
EXPOSURE: We expect content will be used on the platforms below.
TARGET AUDIENCE:
TONE/FEEL: Intense, gritty, dramatic, gripping, tense, shocking
In order to be considered, include the below materials in your submission. Tongal strives to have selections made by the end of the Evaluation period, but additional time may be required by the Sponsor, depending on any number of factors.