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Domino’s & The X Factor / “Highlighting the ever increasing importance of mobile in the media landscape”

Domino’s to Sponsor The X Factor app – Fans can get closer to the action than ever before with new interactive features –

30 August 2013. ITV, FremantleMedia UK and Syco today announced that Domino’s 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.

The partnership was negotiated by ITV Commercial, FremantleMedia UK and Arena on behalf of Domino’s.

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 tasty Domino’s deals, and gain personalised codes for promotions based on the success of their gameplay.

Within the app, users will also be able to access a Domino’s hub, which has been designed and built by iris. Here users can access additional engaging content, interact with the brand and receive a range of Domino’s rewards. The partnership will also be amplified via social media platforms.


Kay Tasker, Business Director at Arena
said: “This is an exciting partnership highlighting the ever increasing importance of mobile in the media landscape. With multi-screening booming, integration with this engaging X Factor app will further solidify Domino’s place within the family entertainment sphere, while highlighting the pivotal role mobile plays in its customer strategy. It is yet another example of our work to keep Domino’s firmly ahead of the curve in the digital media space.”

Simon Wallis, Sales and Marketing Director of Domino’s, said: “We’re delighted to be sponsoring The X Factor 2013 app. 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. 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.”

Stephen Poole, Multiplatform Group Sales Controller at ITV, said: “We are very excited to be working with Domino’s to launch this fun and innovative second screen campaign. Live event TV is one of the things ITV does best, and our partnership with Domino’s and The X Factor is a great example of how ITV can work with clients to create truly interactive second screen experiences that are seamlessly integrated with the linear experience. We look forward to working with Domino’s to activate the campaign across the series.”

Peter Cassidy, Head of Interactive at FremantleMedia UK, said: “Through our partnership with Domino’s, we will continue to provide viewers of The X Factor with the perfect second screen companion to the show. Fans will be able to watch, interact with and talk about all things X Factor on their mobile or tablet whenever and wherever they like. And this year, the Fifth Judge game will put them at the heart of the show like never before by allowing them to test their judging skills and compare with their friends. Who knows, maybe we will find the next Louis Walsh!”

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