Just Eat is to sponsor this year’s X Factor app, replacing Domino’s, which had put spend behind the TV show’s app for the past three years.
The sponsorship deal with the food delivery service includes second screen takeovers in the ‘fifth judge’ area, where viewers can play along with the show, watch exclusive contestant content and play games. As well as accessing that content, viewers will be able to access Just Eat rewards and order food while watching the X Factor.
Just Eat is also planning a social strategy for branded posts and Tweets, and will create a content hub on their own website.
Ben Carter, UK marketing director, said: “The X Factor has become a Saturday night icon in its own right and together we are an essential part of Saturday night. After a record first half of the year for Just Eat in the UK, the second half of this year promises to be one of the biggest in our history.
“This sponsorship is a great opportunity for us to showcase the diversity of food choice that we offer through our platform from our talented restaurant partners in every corner of the UK.”
Had Domino's continued its sponsorship of the app there was the potential its activity could be impacted by an advertising watershed to protect children from being exposed to junk food marketing, after campaigners lobbied the government to impose regulations. Despite the protests, the government chose not to include a TV ban in its Obesity Plan, which was announced today.