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ITV, FremantleMedia UK and Syco Entertainment today announced that Domino’s Pizza UK is returning as the sponsor of The X Factor app for the second consecutive year. The Domino’s brand will continue to run across the app, which is one of the hottest digital TV properties, as well as within bespoke second screen ad formats and unique interactive features.
The partnership was negotiated by ITV Commercial, FremantleMedia UK and Arena on behalf of Domino’s.
Viewers will once again have the opportunity to directly engage with the new series of The X Factor via the app. Interactive features will return such as in-app voting, quizzes and the Fifth Judge where users can predict which acts will make it through each stage as well as give real-time feedback on each performance during the show.
As part of the digital partnership, Domino’s and ITV will also run a number of interactive campaigns throughout the series using ITV’s dual-screen ad format, Ad Sync, where users will once again be able to bag themselves additional tasty Domino’s deals. Last year, Domino’s launched the mini skill game, Fiery Fingers of Fire, which invited users to win a money-off coupon if they tapped a pizza 500 times in one minute. Engagement figures were impressive, revealing 63 per cent of users played the game and 18 per cent succeeding to claim the voucher. The game returns this year with a brand new feature allowing users to save their vouchers using the Domino’s wallet.
Within the app, users will also be able to access a Domino’s hub incorporating additional engaging content and receive a range of Domino’s rewards, designed and built by iris Worldwide. The partnership will also be amplified via social media platforms.
Simon Wallis, Sales and Marketing Director of Domino’s, said: “Saturday evening is a key family occasion for us so we’re chuffed to be sponsoring The X Factor app again this year. Mobile is developing as our most important sales channel and as second screen behavior becomes normalized, we’ve seen how it is the glue that turns the traditional ‘lean back’ of TV to an immersive and interactive experience; a Big Night In. The award-winning X Factor app and our recent Domigoals app demonstrates our expertise here, supports our ‘mobile first’ strategy and builds on our heritage of partnering with family brands in a dynamic, contemporary and relevant way.”
Stephen Poole, Multiplatform Group Sales Controller at ITV, said: “We are delighted to be extending our partnership with Domino’s and continue to build on this innovative second screen campaign. Domino’s is a fantastic partner for this activity with unique creatives and the ability to successfully reward customers for their participation. For the upcoming series, we aim to achieve deeper levels of integration with the brand and viewers offering a selection of exciting new features.”
Kat Hebden, Head of FremantleMedia UK Interactive, added: “The X Factor app is a fantastic platform on which to engage consumers and we’re thrilled to have Domino’s back this year. We’re looking forward to introducing even more innovative features that truly engage fans and give them authentic additional experiences of one of the best and most loved TV shows in the world.”
Kay Tasker, Business Director at Arena said: “We’re thrilled to partner with The X Factor and ITV for the second year running, building on great results and learnings from last year and enhancing interactivity for Domino’s customers and X Factor viewers. With proven success, mobile continues to play a very important part of our Domino’s strategy from both a brand engagement and sales driving point of view. Partnering with The X Factor app allows us to do both among our core audiences at a key time of the year.”