Why Domino's renewed its sponsorship of The X Factor app

Kay Tasker, the group business director at Arena, explains why the Arena client Domino's renewed its sponsorship of The X Factor app.

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As a brand connected with the idea of bringing people together, Domino’s Pizza UK has long been associated with the family TV space.

Sponsoring The X Factor app last year was very much an extension of this, and is one of the reasons why it recently renewed its sponsorship of the app, which offers users direct interaction with the show this year.

But what makes sponsoring The X Factor app such a unique fit for Domino’s? And, crucially, what did it bring to the brand last year, and what convinced us that 2014 would be equally beneficial?

A key reason is that, as one of the biggest entertainment properties in the UK, and with a mass audience of 39 million viewers, ITV’s The X Factor is firmly established as family friendly must-watch Saturday night TV viewing. Building a strategic association with the programme via its core digital channel was an excellent opportunity for a brand with similar values to engage with this audience.

The app is the primary source of digital interaction with the show, and this partnership offers unrivalled opportunities for engagement with consumers within this space. The success of last year – when the app was downloaded a staggering 1.6 million times, and Domino’s won the coveted Best Digital Activation title at the Sponsorship Awards – made sponsoring the app in 2014 a serious consideration.

With a range of new capabilities being unveiled this year. These new capabilities are also creating fresh opportunities for Domino’s, including greater integration into the app, and an X Factor wallet that allows users to store their Domino’s rewards and vouchers.

Meanwhile, with the reintroduction of Simon Cowell and Cheryl Cole to the show, the app is primed for opinion, competition and interactivity, allowing the show to live beyond Saturday night.

With ongoing Domino’s promotions and interactive campaigns, as well as a hub hosting additional content, this partnership will drive awareness, engagement, and sales.

We firmly believe that in 2014 The X Factor will remain the biggest UK multiplatform opportunity in the UK, and we are excited that Domino’s will continue to be a part of shaping its future.

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