May 28, 2026 Content Success
Paramount One is the company’s unifying marketing team, aligning and activating all business units around large scale company priorities. For the launch of Dutton Ranch, all divisions came together in a big way to turn the highly anticipated series into a true cultural moment. Anchored by “Big Beth and Rip Energy,” teams across the company delivered bold, cross-platform activations – from UFC to Survivor – that reached audiences everywhere. The result: more than one billion impressions and a campaign as expansive and dynamic as the world of the Duttons.
“Each activation was distinct, but all were grounded in the same idea: meet audiences in our biggest moments, and bring the BBRE!" Annah Zafrani, EVP, Cross Company Marketing, said.
At UFC 328, Paramount executed a full-scale takeover. A custom promo featuring Cole Hauser set the tone, followed by dynamic in-broadcast integrations, promo spots, and appearances from Hauser octagon-side with Dana White. It was an unexpected but fitting arena bringing Dutton Ranch into a high-stakes environment that mirrored the show’s own intensity.
That same ambition carried into CBS’s Survivor Season 50 finale, where a first-of-its-kind integration unfolded. From a custom promo featuring Hauser and Kelly Reilly to a seamless host toss from Jeff Probst and an extended two-minute trailer, the moment blurred the lines between programming and promotion, drawing viewers deeper into the world of the Duttons.
The campaign also showed up in real-world cultural moments. At Stagecoach and SXSW, Dutton Ranch activations brought fans directly into the show’s orbit, creating immersive experiences that extended the title’s presence beyond the screen. Cole Hauser further fueled buzz with a high-profile appearance on David Beckham & Friends, expanding the series’ reach into new audiences and conversations.
And then there were the moments designed to surprise and spark conversation. Beth and Rip lookalikes made appearances at the PGA Championship, turning heads and fueling social buzz. Yellowstone marathons rolled out across Paramount Network and Pluto TV, inviting fans to revisit the journey that led here. Even The Big Bang Theory got a themed Nick@Nite takeover—an unexpected but effective way to extend the campaign’s reach.
For employees, the campaign demonstrated what’s possible when Paramount One operates at full strength, bringing together brands, platforms, and creative teams in service of a single vision. For audiences, it amplified the return of two of television’s most compelling characters now facing new enemies, higher stakes, and a future that’s anything but peaceful.