This branded content series brought to life the cinematography of Yellowstone and 1883 by showcasing show talent journeying through the American West landscape in a Ram Truck. Each piece of content featured talent in a dialogue about the rich landscape of the show, while also interacting with vehicle features.
A major insight we ideated against was the premise of 1883 telling the Dutton family’s story as they traveled from Texas to Montana. The Duttons’ are on the road in search of a better life, and the show would bring to life this journey through the American West. From internal research, we know that the cinematography of Yellowstone is a key point that draws viewers in. It is often said that the environment is another character in Taylor Sheridan’s shows, and so we wanted to exude that landscape as well. Our strategy was also shaped by the fact that the first two episodes of 1883 would premiere on Paramount Network linear channel and would air directly after Yellowstone, which Ram Trucks was already a major partner of. Due to this, we wanted the content to tie these shows together from a storytelling standpoint as well as a sponsorship standpoint.
The results were an enormous success. On social we delivered total impressions of 7,262,855 vs. 3,333,334 guaranteed imps, which was a 117.9% over-delivery and cementing our insight that fans care deeply about the journey West. With regards to linear, Yellowstone finished the season as the #1 series on TV with P18-49 and P25-54 and the 1883 telecast drew strong 4.9 million total viewers in Live+Same Day, making it the biggest new series premiere on cable since 2015. In summary, the content we produced with our partners at Ram was seen by massive audiences, and fans continue to love the brand synergy between Yellowstone and Ram Trucks.
