The X Factor Domino's Pizza ITV

Domino’s to launch multiple Ad Sync campaigns as part of X Factor app sponsorship


By Jennifer Faull | Deputy Editor

August 30, 2013 | 2 min read

Domino’s has been announced as the headline sponsor of The X Factor app for the 2013 series.

The Domino’s brand will run across the digital property, as well as within bespoke second screen ad formats and new interactive features.

Using ITV’s dual-screen ad format, Ad Sync, Domino's ITV will run a number of interactive campaigns to reach consumers on second screen devices with a message that is synchronised with on-air spots.

The Ad Sync format will also feature branded games, designed by iris.

Users will also be able to access a Domino's hub which has additional content and rewards for Domino’s customers. The partnership will also be amplified via social media platforms.

It comes following the Fifth Judge update to the app, allowing users to play the role of judge from their living rooms.

“We know that viewers are going to be glued to their screens and while they’re predicting who will stay or go, we want them to be tucking in to a Domino’s Pizza,” said Simon Wallis, sales and marketing director of Domino’s.

He added: “Unmissable TV events such as The X Factor create an ideal time for a product, such as pizza, that’s made for sharing – and because we deliver, there’s no need to miss a single note.”

The partnership was negotiated by ITV Commercial, FremantleMedia UK and Arena on behalf of Domino’s.

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