Domino’s Gets Interactive Second Screen Ads in X Factor App Deal

The X Factor has updated its iOS app for the new series to include the opportunity for audience members to act as the fifth judge, predict the outcome of each show and win prizes.

Domino’s is the launch partner for the new app experience and will have mobile and tablet ads synced with TV commercial slots, along with branded games in-ad, a first for ITV’s Ad Sync platform. Viewers will have the chance to win food prizes and personalized promotional codes during gameplay.

Dominos also gets its own hub within the app, designed and built by iris, where users can find additional content and more digital rewards. The campaign will also run across the rest of ITVs digital platforms and social media outlets.

The partnership was negotiated by ITV Commercial, FremantleMedia UK and Arena, part of the Havas Media Group. Arenas business director, Kay Tasker, said: “This is an exciting partnership highlighting the ever increasing importance of mobile in the media landscape. With multi-screening booming, integration with this engaging X Factor app will further solidify Domino’s place within the family entertainment sphere, while highlighting the pivotal role mobile plays in its customer strategy. It is yet another example of our work to keep Domino’s firmly ahead of the curve in the digital media space.”