TalkTalk

Maximising sponsorship of The X Factor

ArtScience have been responsible for activation of TalkTalk's sponsorship of The X Factor in social media since 2011. We maximise the sponsorship by delivering deep customer engagement around all aspects of the the show, growing our social communities and raising awareness of TalkTalk as a TV provider.

We have developed and implemented a programme of activity each year, ranging from live weekly Q&A's with the finalists, to Google Hangouts, interactive apps, exclusive video content, and lots of opportunities to win tickets to soundchecks, the live final and the national tour. 

Our Facebook page and Twitter feed has become a 'second screen' for many viewers during broadcast: X Factor was the 7th most talked about topic on Facebook in 2013 and the organic reach of our page during broadcast was 800% higher than previous years.

Activity regularly trends on Twitter and as part of our outreach campaign we have negotiated succesful media partnerships with Heat, Yahoo and Now

For 2014 UGC once again forms a core part of the campaign, with CHI's 'Mix Off' app sitting at the heart of the campaign. People are able to create videos to famous tracks, incorporating footage of friends and family as well as themselves. The best videos make it on-air each week and to build extra motivation to make videos, we host weekly themes that include competitions and PR to maximise impact. For example, our community love their pets, so we knew we had to do Pet Week!

Once again we're giving TalkTalk customers thousands of tickets to the Live Final at Wembley, and this year we've arranged for an extra special piece of experiential activity to give an even greater reward than usual - more details to follow!