CHI & Partners has created a sponsorship campaign for The X Factor to announce the launch of TalkTalk TV.
The idents feature performers dancing with TV screens replacing their heads. The TV screens will be filled with user-generated content from X Factor viewers.
Viewers can create their own music video and share their performance via a mobile app. They can vote on each video via a microsite and, each week, the best videos will be selected to appear in the idents.