Syco Entertainment and ITV, FremantleMedia UK told the media that Domino's Pizza UK renews its sponsorship of The X Factor app for the second straight year. Domino's will go on with the app, which is one of the famous digital television properties, and also included in the much-talked about second screen ad formats and interactive features.
On behalf of Domino's, ITV Commercial, FremantleMedia UK and Arena took charge of the negotiations on the partnership.
The audience will now have the chance to join the new series of The X Factor using the app. Interactive features will offer options such as in-app voting, quizzes and the Fifth Judge wherein users can guess which acts will go through in every stage. It can also give real-time comments on every performance while the show is running.
Domino's and ITV will conduct several interactive campaigns within the duration of the series using the ITV's dual-screen ad format, Ad Sync, users can again get the chance to taste Domino's great deals. This is part of their digital partnership. In the previous year, Domino's introduced the mini skill game, Fiery Fingers of Fire, which gave the users a chance to win a discount coupon if they tapped a pizza 500 times within a minute. There were a lot of people who joined, 63% of them played the game and 18% of that were able to bring home the voucher. This year, they added a new feature that will allow the users to keep their vouchers using the Domino's wallet.
Simon Walls, Sales and Marketing Director of Domino's said, "Every Saturday evening, it is a family gathering so we're excited to sponsor The X Factor app this year. Mobile becomes the most important sales medium, we have witnessed how it is effectively turning the traditional 'lean back' of TV to huge interactive experience; a Big Night In. The app will show how experts we are, supporting our 'mobile first' strategy and works on our partnership with family brands in a relevant way."
