SkyShowtime's Yellowstone Cowboy Camp

On 12th November 2024, the highly anticipated latest season of hit Cowboy drama Yellowstone launched on SkyShowtime, Europe’s newest streaming service and the exclusive home of the Yellowstone universe across 22 markets in Europe. Starring Kevin Costner, Kelly Reilly, Cole Hauser, Luke Grimes and Wes Bentley, Yellowstone chronicles the Dutton family and the conflicts they face trying to protect the family cattle ranch. A global franchise that has become the number one drama in the US and the most-watched show on SkyShowtime, the launch of Yellowstone Season 5B was made a business priority, ultimately aiming to reach and grow SkyShowtime’s audience. But with a hiatus between seasons, PR was tasked with highlighting the urgency and relevancy of the show across Iberia, Northern Europe and CEE. With limited time available with talent and to differentiate from the global campaign, we needed an idea that was local-first, ownable and newsworthy, whilst also authentic and representative of Yellowstone. Taking inspiration from the Cowboy Camps that Co-Creator Taylor Sheridan put cast through to enhance the realism of the series, we recreated the famous Dutton ranch at spectacular locations in Madrid, Amsterdam and Warsaw, giving media, influencers and partners the opportunity to experience cowboy life for the day. Across three cities, in three weeks, with three real cowboys, over 120 guests joined SkyShowtime for a unique immersive Cowboy Camp experience that resulted in record coverage, impactful social engagement and saw Yellowstone Season 5B become the number one returning series on SkyShowtime.