Turning Radio X into Radio Y for the epic return of Yellowstone

Yellowstone – The American modern-day family television drama based on the fictional Ranch in Yellowstone National Park. To herald the epic return of the series, Paramount+ wanted to create talkability around the show with an impactful campaign.

Our thinking was to take the show’s iconic ‘Y’ and use it create a partnership that would make the Y, and in turn the series, unmissable. How? Turn Radio X into Radio Y for the day to deliver a Yellowstone style radio experience that would not only engage existing fans but draw in new audiences to discover the show for the first time.