Paramount One is the company’s unifying marketing team, aligning and activating all business units around large scale company priorities. For the launch of Dutton Ranch, all divisions came together in a big way to turn the highly anticipated series into a true cultural moment. Anchored by “Big Beth and Rip Energy,” teams across the company delivered bold, cross-platform activations – from UFC to Survivor – that reached audiences everywhere. The result: more than one billion impressions and a campaign as expansive and dynamic as the world of the Duttons.
“Each activation was distinct, but all were grounded in the same idea: meet audiences in our biggest moments, and bring the BBRE!” Annah Zafrani, EVP, Cross Company Marketing, said.
At UFC 328, Paramount executed a full-scale takeover. A custom promo featuring Cole Hauser set the tone, followed by dynamic in-broadcast integrations, promo spots, and appearances from Hauser octagon-side with Dana White. It was an unexpected but fitting arena bringing Dutton Ranch into a high-stakes environment that mirrored the show’s own intensity.
That same ambition carried into CBS’s Survivor Season 50 finale, where a first-of-its-kind integration unfolded. From a custom promo featuring Hauser and Kelly Reilly to a seamless host toss from Jeff Probst and an extended two-minute trailer, the moment blurred the lines between programming and promotion, drawing viewers deeper into the world of the Duttons.
