To coincide with the release of the new X-Men movie, XFM in London, Scotland and Manchester will be known as X-Men FM on May 22nd.
The station name will be changed on the Electronic Programme Guide on DAB and car radios, and the X-Men FM logo will be visible on Twitter, Facebook and on Xfm.co.uk.
As part of the five-figure deal with 20th Century Fox, lead actor Hugh Jackman will co-host the XFM Breakfast show with Jon Holmes between 8am and 9am. Interviews from cast members, including James McAvoy, Sir Ian McKellen and Michael Fassbender, will run throughout the day. The weather will be sponsored by X-Men character Storm, whose primary mutant power in the film series is controlling the climate.
A number of bespoke ‘X-Men: Days of Future Past’ themed ads including mutant dating service ‘X-dating’ and fictional shop, Mystique Boutique, will replace standard advertising.
Listeners will be able to enter a competition to win a trip from Tokyo to Hollywood online and on Twitter, for the first time, using the hashtag #XMenFMWin. Passing through the International Date Line will mean that the winner arrives in Hollywood before he or she has left Tokyo, travelling back in time. This is in keeping with the film’s theme where the characters go back in time and join forces with their younger selves.
Mike Gordon, managing director, commercial, at Global, said: “The X-Men FM campaign with 20th Century Fox is the first of our partnerships that takes over every one of our platforms, including radio, social media, online and even logo re-branding. From money can’t buy competitions to bespoke advertising and cast interviews, on Thursday May 22, XFM listeners will feel like they have been transported into the Marvel Universe.”
X-Men FM will be live, for one day on May 22 from 6am – 7pm.