As a seasoned gamer who has navigated countless virtual worlds, I must say that the real world of advertising and TV integration is beginning to blur the line between reality and fiction more than any game I’ve ever played! The partnership between Paramount Network’s Yellowstone and brands like Ram, Coors, Fritos, and Duluth Trading Co. feels like a perfect blend of my gaming life and real-life experiences.
When the last season of “Yellowstone” airs on November 10 on Paramount Network, Paramount+, and CBS, it’s possible that some viewers may notice a character from the Dutton family driving their Ram pickup to buy some Coors beer and Fritos chips from the store.
The Taylor Sheridan drama, one of the most popular shows on TV and streaming platforms, is now a highly sought-after venue for prominent brands and sponsors. They are attracted by opportunities for in-show product integrations, creating unique content related to the series and its characters, and merchandising deals. This allows them to utilize the intellectual property in their own product packaging.
In the upcoming final season, the integration of brands is set to reach new heights, as Paramount’s advertising president, John Halley, referred to Yellowstone as a “large canvas” for such partnerships in an interview with The Hollywood Reporter.
In the forthcoming last season, Paramount has arranged several business collaborations, featuring Ram – a partner since the initial season – as they will showcase the Dutton family using Ram pickup trucks.
Raj Register, CMO for Stellantis North America, noted that Ram trucks have been a significant part of the Yellowstone series by Paramount since its debut. Through this collaboration, we’ve had the chance to create exclusive and genuine content around our acclaimed trucks, not only on television but also through social and digital media platforms, which have been instrumental in attracting customers to our brand.
Additional supporters of this project are Coors, who plan to showcase their Coors Banquet label within the series and design exclusive six-pack packaging adorned with the Yellowstone logo; and Fritos, who will make an appearance during the season premiere and offer Yellowstone Edition Ranch Flavored Fritos in stores nationwide.
Halley explains that we aim to extend the brand partnership beyond the event itself, as this helps build significant value for both parties.
Ever since 1932, I’ve been proud to keep the cowboy spirit alive through our straightforward ingredients and exceptional product. That’s why partnering with ‘Yellowstone’ feels like a perfect fit to bring us closer to our fans,” expresses Kristin Kroepfl, VP of Marketing at PepsiCo, the snack’s producer. “This year, we’re amping up our partnership by introducing exclusive Yellowstone Fritos, featuring them in the upcoming season, and airing our original ‘Cowboy Spirit’ commercial. It’s all about delighting our fans and expanding our successful multi-year collaboration with the talented team at Yellowstone and 6666 studios.
The company tends to be selective when collaborating for brand integrations or creating custom content, as there’s often a considerable amount of time required to align these elements with the program itself. While custom content can be produced more swiftly, it should always blend seamlessly with the overall feel of the show.
Halley states that the strategies that perform exceptionally well are those that are most genuine. Frequently, it’s the brand itself that recognizes and appreciates the distinct nature of a given opportunity. For instance, you won’t find Duluth advertising extensively in various locations.
Duluth, a company that sells workwear and accessories, is funding short films focusing on Jefferson White’s transformation into Jimmy in the TV show.
As a gamer, I’d say something like this: “Just like the rugged, resilient characters in Yellowstone, Duluth Trading Co is all about grit, determination, and old-school hard work. Since season two, we’ve been right there alongside the Duttons, drawing inspiration from their unstoppable spirit. Our values align, and our creative partnership with Paramount makes it a no-brainer for us to keep joining them on this exciting journey.
Of course, Yellowstone won’t disappear after this season ends; instead, it will continue with various spin-off series and new shows set in the world that Sheridan has built. The company is capitalizing on the excitement surrounding the final season by catering to the high advertiser demand for the drama during its peak.
For every unique production I’m involved with, there are exclusive chances that are tailored to that specific show. This can be tricky as it requires keen eyes to spot these opportunities, but when they do, they significantly boost the brand’s reputation. Ram has been a fantastic demonstration of this principle. Over the past six years, their presence on the most popular TV series has played a significant role in their growth, and we’ve had a wonderful collaboration. When the fit is perfect, it benefits both parties equally – the brand adds value to the show, while the show enhances the brand.
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2024-11-08 14:55