X Factor to increase digital element with talkbackTHAMES
The X Factor has announced that it is going to introduce more digital elements for the fans this year, in a campaign produced by talkbackTHAMES digital, with ITV and Syco TV.
Last month it was revealed that the website was being developed in order to add more interactive and social features.
One of the new elements to be introduced is an iPhone App, in partnership with Rimmel London, which will include the brand new ‘Tap to Clap’ where fans can show their appreciation for contestants, performances, judges’ comments, guest stars and results in real time, wherever they are, by ‘applauding’. The ‘applause’ can then be shared with other fans on Facebook and Twitter. The App also provides the latest clips, news and highlights from the show and can be used via Wi Fi and 3G.
Robert Marsh, Head of talkbackTHAMES digital, said: “We're really proud of the digital offering for The X Factor 2011; every year we're adopting new and innovative ways to engage fans and give them added entertainment value beyond the TV screen. We're confident they will enjoy the additional content, the new website and the fantastic new iPhone App and 'TaptoClap'play-along.”
Another new feature is The X Factor Superfans, where fans will be given the chance to be a part of the show as roving reporters interviewing contestants, judges, hosts and fellow fans. At each stage of the competition, their thoughts and opinions will be posted on The X Factor website as either blogs or videos.
Richard Williams, controller of multiplatform commissioning at ITV said: “This year's digital offering for The X Factor is all about giving fans new and exciting opportunities to interact with the show in real time - including our first dedicated iPhone app and the launch of the 'Superfans' feature.
“We've focused on commissioning and developing content that reflects the appetite we know is out there, for fans to join in with the live TV experience, as well as providing more chances to get closer and more involved with everything 'The X Factor' outside of the linear transmission.”