Domino’s is activating its new partnership with the UK’s top rated commercial TV series The X Factor by sponsoring its new ‘Fifth Judge App’.
For the ITV show’s 10th series, the show’s revamped app is fronted by the new Fifth Judge element which enables viewers to act as an additional judge from the comfort of their living room to the supplement the show’s regular ‘four expert panel’.
The branded app enables users give real-time performance feedback and to predict which singing acts will make it through to the next round.
As a teaser for the initiative, ITV and the show’s stars, began hinting about the possibility of a fifth X Factor judge on Twitter and YouTube – sparking the inevitable (and presumably planned) ‘Simon Cowell to return rumours in the press’.
But in mid September the show announced that the fifth judge for its 10th season would be its loyal viewers.
As viewers engage with the app, share opinions, make predictions and play its show-based games, the takeaway pizza chain will roll out various online offers.
Using ITV’s Ad Sync dual-screen ad format, the pizza giant is running a series of interactive campaigns to reach users of second screen devices with messages synchronised to its on-air TV spots.
This Ad Sync campaign, in a platform first, also features branded games, developed by Irish, which also offer players Domino’s deals and personalised promotional codes based on the success of their gameplay.
Users can also use the app to access Domino’s main online hub where they can interact with the brand, find further show-related content and discover additional Domino’s customer rewards.
As part of the deal, Domino’s branding is running across all X Factor digital properties, as well as featuring heavily on the show’s bespoke second screen ad formats and its new interactive features.
The partnership is also being amplified across other major social media platforms.
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Last year’s Talk Talk sponsored X Factor app saw 40,000 downloads, 300,000 video views, and 67,000 minutes of earned viewing.
The 2013 version look set for even bigger numbers with enhanced interactivity a real focus of the latest series with an improved digital offering (as well as the new app, there is also a refreshed website including backstage gossip and behind the scenes content) to provide fans with more opportunities to be truly integrated with the show.
In yet another example of how Domino’s marketing are leveraging the real-time, multi-screening trend to keep ahead of the digital and mobile marketing curve, this initiative is an interesting fresh take on its strategy of partnering with event properties that are also potentially ‘pizza’ moments.
‘Each year The X Factor brings families together and with the new app everyone can become a member of the judging panel from the comfort of their own sofa. We know that viewers are going to be glued to their screens and while they’re predicting who will stay or go, we want them to be tucking in to a Domino’s Pizza,’ says Domino’s UK Marketing Director Simon Wallis.
‘Unmissable TV events such as The X Factor create an ideal time for a product, such as pizza, that’s made for sharing – and because we deliver, there’s no need to miss a single note.’
ITV Commercial, the production company FremantleMedia UK and the Havas media agency Arena, on behalf of Domino’s, negotiated the partnership.
‘This is an exciting partnership highlighting the ever-increasing importance of mobile in the media landscape,’ comments Arena Business Director Kay Tasker.
Links
X Factor App
http://xfactor.itv.com/2013/app/
X Factor App iTunes
https://itunes.apple.com/gb/app/the-x-factor-uk/id455682741?mt=8
X Factor Website
Domino’s Website
Domino’s Facebook
https://en-gb.facebook.com/Dominos
Domino’s Twitter
