Building upon Tecovas’s successful season 4 custom partnership with Yellowstone, this campaign sought to expand upon the previous program, creating a true 360 program that would reach fans of the show, and extend to Tecovas’s owned and operated platforms. Looking to create a meaningful connection between the show and Tecovas products, the overall campaign would need to show fans of Yellowstone how to channel their favorite show through their own apparel and footwear, driving audiences to shop Tecovas.
Tecovas aimed to have the hero content and the entire 360 campaign center on the spirit of the west, highlighting how the western mindset can be modernized, applying not just to how you dress, but how you carry yourself, and the attitude you project. The campaign needed to feel modern and approachable, reaching audiences who might have antiquated connotations of what “the west” means to them.
To showcase the modern version of the spirit of the west, we tapped Yellowstone stars Jen Landon and Jefferson White to appear in a custom content piece. The content leveraged the two talent sharing their own sentiments alongside b-roll that spoke to the attitude that informs the clothing and footwear they wear, and how that clothing in turn activates what it means to embrace the spirit of the west.
The content debuted on the two-part premiere night of Yellowstone, with premium positioning that further connected the brand to the show. Digitally, a cutdown ran across the entire Paramount Global ecosystem, reaching fans on every platform they consume content.
To drive fans further down the funnel, Tecovas leveraged their own channels in support of the campaign. A homepage takeover invited users to shop the look, leading to a custom Yellowstone inspired collection. Email subscribers received multiple blasts that leveraged photos from the content, including links to purchase the same items featured within the custom content, as well as driving fans to the full custom collection. On social, custom assets were pushed out with a shop now feature that drove fans directly to shop the look.
The custom content debuted during Yellowstone’s record-breaking premiere night, where more than 16M viewers were reached. That night drove impressive and impactful social chatter, making it the #1 most social episode in show history, with 3.5x more interactions than the previous season premiere.
Tecovas successfully interwove their brand within the fabric of the show, with their social assets and custom collection leveraging talent images and show assets, that reinforced the brand’s deep connection to the Yellowstone universe.
