• by Tanya Gazdik , Yesterday

Toyota, E.L.F. Beauty and Corona are among the brands that partnered with Paramount Pictures Studios for "Survivor"’s milestone 50th season, which ended on May 20. 

Toyota awarded the sole survivor a 2026 Toyota Land Cruiser during the finale, officially breaking the long-running “Car Curse” mythology. While in previous years, a car had been given as a reward during the season, history showed that whoever won the car never won the game. This season, the “curse” ended. 

Meanwhie, E.L.F. Beauty leveraged the finale with co-branded, narrative-focused marketing. 

“A series of three spots airing on CBS and Paramount+ place content creator Rowe into the cutthroat world of the show, where she gets a leg up on competitors like Ervin by applying E.l.f. products,” according to Marketing Dive. “In one vignette, Rowe puts on E.l.f. Cosmetics Camo Concealer to blend seamlessly into the island foliage and eavesdrop on her rivals. Other offerings highlighted in the ads include E.l.f. Skin Suntouchable Whoa Glow sunscreen makeup primer and E.l.f. Cosmetics Power Grip Primer.”

Finally, the show featured a sponsorship and marketing campaign with Corona USA. The partnership included Corona-themed promotions, beach-getaway ads featuring show legends like Cirie Fields, and an on-air toast to the non-jury members.

Corona launched dedicated "La Playa Awaits" campaigns that ran during the season, according to Marketing Daily. The spots parodied the show's beach setting and prize finds.

And if there are any doubts, here's proof that the long-running reality show was indeed history-making. 

The Smithsonian is acquiring items from the first and most recent seasons of the hit program to be added to the permanent collection of the National Museum of American History.

“‘Survivor’ is not only one of the most successful reality shows of all time; it’s also one of the most influential,” says Ryan Lintelman, the museum’s historian of American entertainment, according to Smithsonian Magazine. “Its devoted fandom is a testament to the series’ ability to evolve and keep viewers’ interest with compelling story lines, physical and psychological challenges, and pure entertainment joy.”