Paramount+ UK has teamed up with Radio X to celebrate the return of acclaimed cowboy drama, Yellowstone.

A two week campaign sees the radio station turn into ‘Radio Y’ to coincide with the date of the much-anticipated return of the show. The station’s 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.

This 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.

Yellowstone will be promoted on air every hour throughout the day and there will be further chances for listeners to enter the competition, culminating with Johnny Vaughan going full throttle with Radio Y in his drivetime show.

In addition, spoof ads riffing off the Yellowstone theme will play every hour, fully immersing listeners in Yellowstone’s world.

The Radio X activity will be supported by on-air promotions on Heart and Capital throughout the two-week period. While national outdoor ads showcasing Vaughan in his Yellowstone themed outfit will bring the partnership to life off-air.

The partnership is the result of collaboration between Paramount+ UK, Global, Wavemaker and The Promotions Factory.

Anna Priest, Senior Vice President and Head of Paramount+ UK, explained: “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.”

Katie Bowden, Managing Director of Commercial Audio at Global added: “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, a show which effectively launched a whole new genre of TV drama, returns exclusively to Paramount+ in the UK today (Monday 11^thNovember).