• by Fern Siegel , November 14, 2024

“Yellowstone" is back on the Paramount Network — and a cross-platform campaign is celebrating the hit show’s return.

Media agency Mediahub Worldwide and Paramount Global collaborated on a multimedia tune-in campaign for “Yellowstone Sunday.”

It includes media placements from NFL players to the Sphere in Las Vegas. There is also placements in national newspapers, such as Los Angeles Times, The Wall Street Journal and The New York Times.

The return premiere debuted Nov. 10 and delivered 16.4 million viewers, per VideoAmp. 

Additional national media elements in the campaign: 16 local newspapers, terrestrial radio, top news and fantasy football apps, such as Yahoo Sports and ESPN, national TV buys and the TikTok TopView ad unit. Digital, radio, podcasts, OOH and paid social are part of the mix. 

Laundry helped develop the creative for the Sphere. Remaining creative was developed in-house by Paramount.

The campaign runs through Dec. 15.

"Yellowstone" is an American neo-Western drama TVseries created by Taylor Sheridan and John Linson. It stars Kevin Costner and Kelly Reilly.