UK radio station Radio X has temporarily rebranded as Radio Y to celebrate the return of the popular drama series Yellowstone on streaming service Paramount+.

The two-week campaign, which launched yesterday, features a complete Yellowstone takeover of the station, including a Western ranch-themed studio makeover.

The work is the result of a collaboration between Paramount+ UK, media giant Global, WPP’s Wavemaker and The Promotions Factory. 

Campaign activity was kicked off when Radio X Drivetime host and Yellowstone enthusiast Johnny Vaughan donned cowboy attire and rode horseback to work, as teased on social media platforms.

Meanwhile, Breakfast host Chris Moyles hosted a special Bucking Bronco segment, offering listeners a chance to win £2,000 and potentially an epic trip to a Montana ranch.

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Throughout the day, Yellowstone promotions aired hourly, accompanied by themed spoof advertisements to immerse listeners in the show’s world.

The Radio X activity will be supported by on-air promotions on fellow Global stations Heart and Capital, as well as national outdoor advertisements featuring Johnny Vaughan in a Yellowstone-inspired outfit.

“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,” Anna Priest, senior VP and head of Paramount+ UK, said.

Katie Bowden, MD of commercial audio at Global, described the campaign as “a great example of using the power of radio to engage audiences in a playful and fun way.”