News
The X-Factor expands digital offering
12 August 2011
UK entertainment show The X-Factor is increasing its digital presence this year with the launch of a digital campaign to run alongside the TV show.
For the first time, there will be an iPhone app in partnership with Rimmel London, which includes a new ‘Tap to Clap’ feature whereby fans can applaud performances. Their ‘applause’ can then be shared with other fans on Facebook and Twitter. Other features include news and highlights from the show.
In addition, the official website has been revamped to make it easier to navigate. Website features include highlights from the shows, videos, photos, as well as video diaries and updates from contestants. The website is sponsored by TalkTalk.
“This year’s digital offering for The X-Factor is all about giving fans new and exciting opportunities to interact with the show in real-time,” said ITV’s multiplatform commissioning controller Richard Williams. “We’ve focused on commissioning and developing content that reflects the appetite we know is out there, for fans to join in with the live TV experience.”
The digital campaign was produced by TalkbackThames digital, ITV and Syco TV.
Jenni Baker, London