Daily Mail launches X Factor scratchcard

The Daily Mail is teaming up with ITV’s The X Factor to create a £1 m prize fund scratch-card game.

Joe McElderry

The game cards will be inserted into more than a three million copies of tomorrow’s (28 November) Daily Mail.

The X-Factor game was created in-house at the newspaper publisher and is supported by a national television advertising campaign.

Chief marketing officer Roland Agambar says: “This is one of the most exciting games we have ever created, and builds on the amazing success this series of the X-Factor has generated. It should drive a significant percentage of the 16 million-strong X-Factor audience to the Daily Mail”

In order to win, the scratch-card requires the reader to buy the paper over the coming weeks and numbers will be printed daily that need to be scratched.

If the card reveals three matching finalists they win a prize from £50 up to £100,000.

The X Factor final will be on 12 December and current bookies’ favourite to win is Joe McElderry (pictured).

DMGT, parent company of the Daily Mail, has just posted pre-tax profit for the full year down 23% to £201m.

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