TalkTalk expands X Factor sponsorship online

TalkTalk, the telecoms provider, has created a campaign to promote its sponsorship of 'The X Factor', which launched with a peak of 12 million viewers this weekend.

The work by CHI & Partners encourages family participation and offers 'X Factor' fans the chance to star in a new TV ad.

The creative team working on the campaign at CHI & Partners is Tom Skinner and Clark Edwards, while the executive creative director is Jon Burley and the creative director is Warren Moore.

The sponsorship bumpers were directed by Jeff Wood, produced by Jackie Ludlam and the director of photography was Matt Day. The post production house was Glassworks and the idents were edited by Trim Editing.

The campaign continues online where TalkTalk is once again encouraging people to upload videos of themselves singing or dancing to win the chance to star in a TalkTalk ad or tickets to 'The X Factor' final. Digital production was by The Rumpus Room.

This year entrants can also add props to their footage, such as an animated car, roller skating dancer or an image of sunglasses with plastic bars in place of lenses, made popular by Kayne West. The props were developed by MPC.

At a specially created microsite people can browse through videos that have been uploaded and see what their Facebook friends have created.

TalkTalk renewed its sponsorship of ITV1's flagship property 'The X Factor' in May last year in a three-year deal understood to be worth £20m.