During this weekends X Factor final on ITV, Intel will be running a Shazam-enabled advert which gives viewers the chance to appear within the ad itself.

Ads running before the programme starts and during the first commercial break will prompted to download the app, followed by a Shazamable version of Intel’s ‘London Train’ ad, promoting its Ultrabook Convertible laptops.

When the ad is scanned using Shazam, users are directed to a unique page within the app, where they can personalise Christmas messages to loved ones and friends and submit along with a photo uploaded from Facebook. These messages will be moderated and compiled, and an edited selection will air in the ad break following the final, with a longer version of the ad running on 13 December.

“We always look to encourage creative thinking in everything we do, so we’re excited to be offering consumers something new and engaging, and it’s great to be working with two pioneering brands to create what we think is a UK media first,” said Intel UK consumer marketing manager Alistair Kemp. “Moreover, the Ultrabook brand is all about the creative possibilities that our technology enables, so in offering viewers the chance to get involved and spread a bit of festive cheer, hopefully we’re giving them an experience they’ll value. We’re looking forward to seeing the results!”

The campaign was put together by OMD UK, and is a result of ITV’s exclusive UK partnership with Shazam.