Just Eat is to sponsor The X Factor App 2016, allowing millions of viewers across the country to be “the fifth judge”, with access to exclusive content and the ability to order their favourite food while watching.
In addition to extensive branded presence on The X Factor App, which will be available to download ahead of the return of the show to ITV on 27 August, the sponsorship deal includes second screen takeovers in the “fifth judge” area, where viewers can play along with the show, watch exclusive contestant content and play bespoke games.
The UK’s favourite online takeaway service, which has over eight million customers, is developing a wide-ranging social strategy for branded posts and Tweets, and will also create a content hub on their own website. App users will be able to order food delivery direct from Just Eat. Content will expand and grow as the live finals and voting kicks off. Media spend will also be upweighted at key junctures in the series.
Ben Carter, UK Marketing Director, said:
“Just Eat is delighted to be sponsoring The X Factor App; 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.”
Just Eat has over 27,000 restaurant partners and for the live shows will be working to supply them with branded X Factor collateral.
The partnership was negotiated by m/SIX, on behalf of Just Eat, and ITV Commercial, Syco Entertainment and FremantleMedia UK.
The X Factor App is available for iOS and Android smartphones and tablets.