ABOUT

BRIEF

The X Factor, sponsored by TalkTalk, is the biggest reality TV talent show in Europe. Our brief was to create the 2011 socially integrated online experience, meshing audience participation with the show.

OUR AIMS

Create an online digital experience that is synergistic with broadcast. The experience should be fun, simple and accessible for all demographics. Social integration and engagement should be central to the experience.

OUTCOME

We focused on three key points: easy, engaging and fun. Working with CHI we created a website and Facebook experience calling fans to create films of themselves singing or dancing to popular songs. Using sound reactive, face tracking and augmented reality software, we designed a series of fun props for people to interact with. Performances could be viewed in a searchable gallery and were instantly shareable on Facebook and Twitter.

We worked closely on all aspects of the campaign including creative, user experience, social media integration and broadcast approach. All elements of the experience were designed to increase engagement.

RESULTS

By the end of the campaign the site had achieved over 5.3 million visits
and 2.3 million unique users. Over 173,000 performances were
created. During this activation the TalkTalk website saw 94% of the visits received by the official ITV X Factor site. To complete the campaign Jeff Wood, from The Sweet Shop, directed the TalkTalk intro and outro clips that top and tailed each X Factor show.