Domino’s renews X Factor App partnership
Domino’s UK teams up with The X Factor app for the third consecutive year, working in conjunction with ITV, FremantleMedia UK and Syco Entertainment.
Following the launch of the show on Saturday, 29th August, The X Factor app will run for the whole of The X Factor series up until the final, which is scheduled for mid-December.
Simon Wallis, Sales & Marketing Director at Domino’s said: “Sponsorship of The X Factor App has already proven to be a highly successful way of reaching our key audiences. With lots of great new features and exclusive content this year we’re pleased to bring fans and customers alike a richer and even more engaging experience.”
Kay Martin, Group Business Director at Arena Media, said: “We’re thrilled to partner with The X Factor and ITV for the third year running, building on great results and learnings from last year and enhancing interactivity and content integration 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 this among our core audiences at a key time of the year.”
The app will features interactive games, quizzes, and vouchers, as well as the new ‘Pizza Party’ feature, which provides users with access to even more exclusive content such as behind the scenes videos, Domino’s rewards and money off vouchers.
The Domino’s ‘Pizza Party’ is accessed through the ‘fifth judge’ area, which saw over 82 million interactions last year, and will take place every week of The X Factor from 2 September, running from Wednesday - Friday.
Once users enter the ‘fifth judge’ area they’ll be invited to join the ‘Pizza Party’ to unlock exclusive content and deals.
As part of a brand new wider licencing agreement, Domino’s will ramp up its social activity around the sponsorship, and has created a series of engaging games to give away a pair of money can’t buy tickets to each of the live shows. These winners will enjoy pre and post-show hospitality in the VIP room and a seat in the studio where they will watch a live recording of The X Factor.
Domino’s and ITV will also run a number of interactive campaigns throughout the series using three of the most successful games from last year, and a new game entitled Tracker Tap. The games will again be housed and accessed via the Domino's hub, designed and built by iris Worldwide.
