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X Factor producer FremantleMedia appoints Social Life to develop social campaign

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By Natalie Mortimer, N/A

October 10, 2014 | 2 min read

FremantleMedia UK Interactive (FMUKi), the production company behind the X Factor, has appointed Social Life to ramp up the entertainment show’s social media presence for its 2014 series.

The agency will work to introduce new technology and platforms, while content will take a younger tone to deepen audience engagement and Social Life will develop and manage all campaigns across Twitter, Facebook, Google+ and Instagram.

Vine and new social assets including GIFS, user generated content features and native Twitter video, will also be produced in the run up to and during the live shows.

“The X Factor is already the biggest show on Twitter and we’re making it even bigger,” said Charlie Campbell, executive producer at FMUKi.

“We need a partner with a deep understanding of social channels, content integration and audience behaviour, and Social Life was the clear choice. We’re looking forward to a fantastic series.”

Social Life will be based on set for the live shows, creating real-time social media content with its new lead producer Abigail Balfe.

Balfe was formerly digital channel manager at Syco Entertainment, where she produced projects for X Factor acts Little Mix and One Direction.

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