The ad, which will break during the live X Factor final, will be based on footage taken from a nationwide Xbox bus tour – promoted by Global Radio stations – seeking participants to take part in the creation of a reworked single and music video for Lily Allen’s record, “The Fear”. It is part of a deal brokered by Universal McCann London.
During the tour, thousands of people were recorded playing the new Xbox game by singing “The Fear” whilst being filmed. Footage will be used to create the TV commercial and a music video for the song, which will be released by EMI into the download charts.
The new music video will be unveiled at 95.8 Capital FM’s Jingle Bell Ball on Saturday (5 December), in London’s O2 Arena where Allen is set to perform. Microsoft’s Windows 7 sponsors the concert. Global Radio is also used by Microsoft to promote its search engine Bing.
The new TV ad will be backed by online activity across the Global Radio station websites, creating a link through to the “Sing with Lips” official website. Users will be able to find out more information on the filming of the music video and TV ad, and will also be offered the chance to win an Xbox and the new game.
The video recordings from around the country will also be uploaded to the site and users can search for their own performance after visiting the bus.
John Hirst, head of commercial insight at Global Radio, says; “It brings the fun element of the game to life. Thousands of people across the UK have given some really fun and entertaining performances.”
Last month, Xbox took up a whole ad break during the X Factor to promote its latest offerings.