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From the 15th Annual Shorty Awards

Yellowstone Halloween 2022

Gold Honor in Stories


Instagram gives us the unique opportunity to share carefully curated user-generated content. With our Halloween Stories, our objectives are to showcase the breadth of our fandom while sharing engaging content that encourages future participation in UCG. All of these views and engagements were timed just weeks ahead of the season 5 premiere, driving additional awareness around a new season.

Strategy and Execution

Ahead of Halloween, we posted a call to action requesting fan submissions of their best Halloween looks. Adding extra excitement this year was our partnership with Spirit Halloween for official Yellowstone costumes available for purchase. After combing through thousands of submissions, we shared many across our stories and then highlighted them for future viewing.


Over the course of three days and 95 slides, the Halloween Story amassed 7.3 million views, and the series had a great drop-off rate of just 2 percent.


Entrant Company / Organization Name

MTV Entertainment Studios and Paramount Media Networks


Entry Credits