As a partner to Yellowstone since its very first season, in 2022, Ram came to Paramount looking to take their Season 5 multiplatform campaign to the next level. Looking to create deeper engagement for fans of the show to interact with the Ram brand, they sought to leverage innovation and new technology to showcase the Ram Truck’s intrinsic connection to the fabric of Yellowstone in a fan-forward, interactive approach.
As a long-term partner of Yellowstone, fans are used to seeing Ram Trucks in the world of the show on screen. To deepen fans' connection to the brand, and to reinforce Ram as the official truck of Yellowstone, we sought to create a first-of-its-kind partnership that would flip the script, putting fans, instead of talent from the show, behind the drivers seat.
Leveraging 360 shot footage of the set, this interactive AR experience allows fans to tour the Dutton Ranch, visiting iconic locations from the show with panoramic views, all from the driver’s seat of a Ram 1500. To drive further engagement, fans are able to go even deeper, learning more, both about the world of Yellowstone, and the truck enabling the experience.
As fans make their way through the Dutton Ranch, featuring POV driving footage of the Ram taking them from scene to scene, they can access a deeper look into the locations featured within the tour. In every location featured (a total of five across the Ranch), carefully placed hotspots unlock bonus content. Relevant clips, BTS facts, photos and trivia, all focused on the specific area, allow fans to connect more deeply with the environment they find themselves in.
From within the truck, hotspot technology allows users to explore the unique features of the model. By clicking on the hotspots, fans can explore the truck, accessing photos and descriptions of the unique aspects that drivers can only expect from Ram. Additionally, users could unlock an exterior 360 view of the truck, with the ability to customize its color to their liking.
To maximize engagement of the Yellowstone Set Tour, both Paramount and Ram promoted the experience throughout season 5A of Yellowstone. With weekly posts from the official Yellowstone Facebook account, social promotion from Ram handles, a Ram CRM blast and blog post, and a QR code-enabled digital video asset running across Paramount Global, Yellowstone fans, Ram fans, and the extended audience of the Paramount ecosystem were invited to hop in a virtual Ram 1500 and get a first ever 360 look on the set of the hit show.
As a first-of-its-kind partnership, the Yellowstone Set Tour was a huge success for both Ram and Paramount. Key highlights to-date include: