Paramount Network’s Yellowstone

How do you grow TVs #1 show? Paramount Network set forth a powerhouse campaign for Yellowstone Season 5A to build off the 14.7M viewers who tuned into Season 4 [Nielsen].

For the 5th season premiere, our task was to go BIGGER than ever to capitalize on that momentum and continue the show’s record breaking rise – with a robust campaign design to appeal to the loyal fans and attract and re-engage new and lapsed viewers in innovative ways.

As an integral Brand Marketing lead on this campaign, I lead in the planning, project management, and execution of our holistic plans, including:

  • National Partnership with AMC Theatres to host advanced Yellowstone screenings

  • Global Premiere Mailers developed for talent, press, celebrities to amplify social conversation

  • Red Carpet premieres in collaboration with our comms team in multiple key-markets

  • Premiere Screening and official cast premiere event, an immersive experience on premiere day in Fort Worth, TX.

RESULTS:

- 16 million total viewers - the highest rated season premiere ever for the series (Source: Nielsen).

- #1 cable entertainment telecast for the week (Source: Nielsen).

- No. 1 most-social episode in Yellowstone history in Social Content Ratings (Source: SCR).

The NFL on CBS is one of Paramount’s Global Priorities year over year, utilizing O&O media to drive linear tune-in and grow Paramount+ streaming viewership for NFL games on CBS.

As a lead for Paramount Global Cross-Company priorities across the MTV Entertainment Studios (MTVE) portfolio, I have project managed the NFL on CBS MTVE owned media promotion for the past 3 seasons.

I strive to optimize the operations of this process, including redesigning the MTV Entertainment Studios owned media operations strategy for cross-company campaigns. Always staying aligned with the GTM strategy at hand via dedicated creative support across linear, digital/social, talent/show integrations, and more.

RESULTS

  • MTVE networks have annually served as the highest converting networks for NFL on CBS ratings within the Paramount portfolio.

  • In 2023, Super Bowl LVIII on CBS became the most watched Super Bowl ever with 123.4M average viewers, making it the most-streamed Super Bowl in history.

RESULTS

  • RuPaul’s Drag Race S16 premiere received the best ever ratings share in franchise history

  • On social, #1 most viewed cable show on premiere night with 629K views

  • 500+ mailers were developed and sent, garnering dozens of organic social posts by celebrity superfans, reaching an audience 30M followers. 

MTV’s RuPaul’s Drag Race

RuPaul’s Drag Race has been the home for charisma, uniqueness, nerve, and talent for 15 groundbreaking seasons. Season 16 aimed to be bolder as the show entered a new era - premiering on MTV for the first time in franchise history.

I lead the development and execution of the season’s campaign that aimed to raise awareness for the premiere and the franchise’s move to MTV through tactful experiences and partnerships, including:

  • A first-of-its-kind partnership with ViiV Healthcare; the only pharmaceutical company 100% dedicated to people affected by HIV and AIDS and all those who can benefit from Prep. 

  • The largest premiere event in Drag Race history - a live drag fashion show from Hammerstein Ballroom in New York City, hosted by Drag Race’s own Michelle Visage.

  • An exclusive press + talent facing premiere mailer to amplify social conversation.

  • A post-premiere commemorative look book - curated with never before seen shots of each queen’s runway looks and exclusive behind the scenes moments.

2023 MTV VMAs

Leveraging the promotional momentum of multiple MTV music beats in lead-up to the annual VMAs, MTV produced an official VMA Block Party in support of the 2023 event.

The event aimed to create an MTV weekend destination for fans and promotional outlets to expand buzz around the VMAs. Additionally the event created revenue generating opportunities through on-the-ground partnerships, a key goal for the 2023 campaign.

As a Franchise Experiences external-facing lead, I additionally assisted in the execution of multiple revenue-generating partnerships, including:

- Bacardi Vintage Pop Up - a pre-VMA lead up sponsored event, hosted in New York City.

- New York Jets Media Partnership - including both in and around stadium media placements, driving to VMA tune-in as well as a bespoke activation in the pregame tailgate area for 30K fans.

RESULTS

  • The 2023 VMAs scored major ratings, up 118% (1.14 vs 0.52) from the previous year (Nielsen).

  • The most social VMAs ever with 45.9M interactions (Nielsen).

  • Scored the most press headlines ever with 12K (+10% vs YAGO).

  • The first ever VMA Block Party ushered in 5K guests, 3x live performances, 3x sponsors, and 1x non-profit partnership - the model has since been expanded to the 2024 VMAs as well as other tentpoles across the MTV Entertainment Studios division.

Awards & Recognitions

  • Paramount | 14 Wins, including:

    • The Daily Show - Outstanding Talk Series

  • MTV Entertainment Studios | 5 Wins, including:

    • The Daily Show - Outstanding Talk Series

    • RuPaul’s Drag Race - Outstanding Reality or Competition Series, Outstanding Host for a Reality or Competition Program, Outstanding Picture Editing for a Structured Reality or Competition Program

  • MTV Entertainment Studios | 25 Wins, including:

    • 2023 MTV Video Music Awards – 360 Campaign Holiday/Seasonal/Special Event Program

    • Yellowstone Dutton Ranch at Stagecoach 2023 – Experiential Activation for a Consumer Event

  • MTV Entertainment Studios | 21 wins, including:

    • Yellowstone Season 5A - Integrated Campaign

    • RuPaul’s Drag Race Season 16 Premiere Event - TV/Streaming Trade Event

  • MTV Entertainment Studios | 15 wins, including:

    • RuPaul’s Drag Race Season 14 - 360 Campaign Reality / Unscripted Program

    • South Park 25th Anniversary Tailgate –Experiential Activation for a Consumer Event

    • Yellowstone Season 5A - 360 Campaign Program Promotion