This year’s X Factor Live Tour, currently travelling across the UK, is being promoted through social channels with a new series of short films created by tour sponsor TalkTalk and digital marketing agency ArtScience.
The Shoreditch-based agency has created a range of ‘Fibre Fast Speed Challenge’ films to support the X Factor live tour’s sponsorship by TalkTalk Fibre Broadband after being appointed oversee a national social and experiential campaign to promote the tour earlier this year.
As part of the activity the agency has also created a short film, the ‘Fibre Fast Funk’ for the arena’s large screens which features the X Factor finalists performing a dance routine that the audience can learn and join in with during the live shows. The experiential campaign also includes hundreds of VIP ‘Meet & greet’ tickets being given away to TalkTalk customers through social media channels.
ArtScience, which works for brands such as TalkTalk, the NHS, CNN and Fosters, pitched for the X Factor Live Tour activation project last December and was appointed to begin working on ideas to improve the experience of attendees before, during and after the show itself.
TalkTalk renewed its sponsorship of the TV programme in May 2014 in a three year deal thought to be worth £30m, which included on-air sponsorship idents during the TV series along with off air activity, such as that which ArtScience is spearheading for the live tour.
Dan Worrell, managing director of ArtScience, said: “Finding new and innovative ways to support and improve the experience of one of the UK’s largest annual arena tours is pretty challenging, but hugely rewarding and fun too. TalkTalk pushes us to create the most interactive content that we can to ensure that their brand is synonymous with the X Factor not just during the TV shows, but throughout the year.”
The X Factor Live is now one of the UK’s largest annual live tour events, attracting some three million people since it was launched ten years ago.