ITV, FremantleMedia UK and Syco have revealed that Domino’s pizza will be the headline sponsor of The X Factor app for the 2013 series. The Domino’s brand will run across the digital property, as well as within bespoke second screen ad formats and unique interactive features.
Viewers will have the opportunity to engage with The X Factor series more than ever with this year’s new and improved mobile app. Users can play the role of judge from the comfort of their living rooms with the brand new concept – The Fifth Judge – and predict which acts will make it through each stage as well as give real-time feedback on each performance during the show. Players will receive Domino’s offers as they progress through the game.
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. This format allows Domino’s to reach consumers on second screen devices with an interactive message that is synchronised with on-air spots. For the first time, the Ad Sync format will feature bespoke branded games, conceptualised and designed by iris. Users will also be able to bag themselves additional Domino’s deals, and gain personalised codes for promotions based on the success of their gameplay.