Streaming
Radio X becomes Radio Y to celebrate the return of Yellowstone on Paramount+
UK campaign sees Radio X hosts Chris Moyles and Johnny Vaughan embrace their inner cowboy for the return of the epic TV series…
Paramount+ UK and Radio X have joined forces to celebrate the hotly anticipated return this week of the streamer’s smash hit drama Yellowstone with a two-week campaign that sees the radio station reimagined as Radio Y.
Anna Priest, Senior Vice President and Head of Paramount+ UK:
“We’re really proud of this collaboration with Global. Radio hosts are the original influencers and with Johnny, Chris and the Radio X team being genuine fans of Yellowstone, it’s an authentic and entertaining way to excite UK fans about the epic return.”
The UK campaign launched yesterday (Monday 11th November) in line with the show’s return with a Yellowstone takeover of Radio X for the entire day. The station has become Radio Y and the studio has been transformed into a Yellowstone themed Western ranch including props and branding from the show.
To kick off the day, co-branded social media content featuring Radio X Drivetime host and Yellowstone superfan Johnny Vaughan dressed as a cowboy commuting to work on horseback was teased from Johnny’s, Radio X’s and Paramount+’s social media accounts, ahead of his show.
On Monday morning, Radio X Breakfast host Chris Moyles treated his audience to a special ‘Bucking Bronco‘ segment to win a £2K cash prize, hosted live from the studio and streamed on Global Player, the official Radio X app.
The rest of the breakfast team – James, Dom and Pippa – took turns on the bronco while simultaneously recapping each Yellowstone series to date and listeners had to guess which presenter could stay on the longest as Chris commented on their performance. One lucky winner received a £2K cash prize and is in with a chance of winning an epic trip to a ranch in Montana – the home of Yellowstone.
The Paramount+ series was promoted on air every hour throughout the day and in addition, spoof ads riffing off the Yellowstone theme was played every hour, fully immersing listeners in the shows world.
The Radio X activity will be supported by on-air promotions on Heart and Capital throughout this two-week period, and national outdoor ads showcasing Johnny in his Yellowstone themed outfit will bring the partnership to life off air.
Katie Bowden, Managing Director of Commercial Audio at Global:
“We love working with advertisers to create innovative campaigns and clever partnerships with our radio brands. This is a great example of using the power of radio to engage audiences in a playful and fun way and Radio X is the perfect set for Yellowstone.”
Yellowstone returned exclusively to Paramount+ in the UK this week (Monday 11th November). The partnership with Global is the result of collaboration between Paramount+ UK, Global, Wavemakerand The Promotions Factory.
