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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Paramount Network's Yellowstone Season 3 Countdown Cards

Finalist in Graphics

Objective

Our main objective with our countdown cards was to eventize the season 3 premiere by showcasing never-before-seen elevated photography. Fans have to wait nearly 10 months for a new season of Yellowstone, and we want to make sure their patience is rewarded with high-quality, sharable content. We want to engage with our fans to help deepen their fandom so that they can advocate for the show and share it with non-viewers and continue to grow the audience on a season-over-season basis. 

Strategy

Our first countdown post was shared one month out, and then we had subsequent posts of two weeks, one week, five days, four days, three days, two days, one day, and tonight. We understand the love and devotion surrounding Yellowstone, and we feed that passion with quick wit and a celebratory zeal. We’re in on the joke, and want to see the next episodes just as much as the fans do. For this particular execution, we were able to rely on some beautiful elevated photography, shot on set in Montana, special animation that fit with the new look of season 3, and compelling sound design. Plus, we featured characters that we know the fans love, all leading to the final countdown card: Kevin Costner’s John Dutton.

Results

The premiere of Yellowstone season 3 shattered ratings records by becoming cable’s most watched original telecast of the year with 9.3 million viewers. And our devoted fans are a huge part of that record-breaking success.

Media

Produced by

ViacomCBS

Links

Entry Credits

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