Following changes to the UK Broadcasting Code in December 2010, greater integration of commercial communications is now permitted within radio programming. Presenters, celebrities and brand ambassadors are now free to endorse and promote brands/products live on air – provided it is transparent to listeners that a commercial arrangement is in place.? In the case of X-Men FM this was clearly very transparent.

This liberation of the code also allows advertising a greater level of integration into station content – key for this campaign idea to have worked. Radio in the UK has always had high levels of trust, and these changes allow advertisers to benefit from the unique relationship radio stations in the UK enjoy with listeners every day.

The revisions to the UK Ofcom Broadcasting Code heighten the advantage radio enjoys over TV where product placement cannot give undue prominence to a product and must be signaled by an on-screen visual logo. This meant that for the launch of X-Men Days of Future Past, radio was able to deliver a unique, powerful partnership like XMen-FM in a totally integrated way that other broadcast mediums in the UK would struggle to deliver.

Every facet of XFM’s programming was adapted to integrating the film.

All station imaging was re-recorded as X-Men FM with a raft of X-Men changes woven into the output; from the weather being sponsored by X-Men character Storm, new X-Men FM station logo and website and all station social media platforms re-branded as X-Men FM.

The film’s cast provided exclusive interview content with Wolverine himself, Hugh Jackman, co-hosting the breakfast show on the day. Unique adverts for fictional products based around the film’s story and characters – ranging from mutant dating services to Wolverine razor blades – replacing standard advertising.

XFM helped deliver 20th Century Fox the biggest opening weekend for an X-Men film - and 20th Century Fox’s second biggest opening EVER.

Post research amongst 500 XFM listeners showed that:

- 100% recalled XFM sounded different on the day with 94% recalling it was for the launch of the new X-Men film and 80% claiming to it was fun/really enjoyed it.

- 88% of those who noticed the ads were different recalled that they were about X-Men characters, with 78% of them agreeing they were great / loved them.

- When all those who recalled the take over were asked if it made them want to see the film, 69% stated would now consider / definitely be seeing X-Men: Days of Future Past

“This was a huge project that XFM made look easy. It sounded unbelievably good and everyone at Fox was delighted. It has been sent ‘to the world’ as an example of excellence.”

Sarah Francis, UK Media Manager – 20th Century Fox