The shocking truth behind how Dutton Ranch is secretly ruling the Paramount empire!

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.

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