Jedward launch Talk Talk’s interactive X Factor sponsorship

Talk Talk has enlisted former The X Factor finalists Jedward to launch its new interactive initiative for its sponsorship of the new series of the ITV flagship show The X Factor, which starts this Saturday (21 August).

Jedward Talk Talk
Jedward Talk Talk

The X Factor sponsor is inviting audiences to record a music video of themselves performing karaoke in front of a Talk Talk bright lights backdrop via a dedicated website called the Bright Star Studio, which launches today (17 August) ahead of the start of the series.

The best video clips will then be selected and screened as part of Talk Talk’s sponsorship idents on all The X Factor programming.

Talk Talk customers have also been invited to join Jedward today at its Soho-based Bright Star Studio HQ to create a video alongside the pop duo – which could later be aired during the ITV show.

It is the second year that the telecoms firm has sponsored the Saturday night entertainment show and it is thought to have signed a three year sponsorship deal.

The Bright Star Studio campaign follows last year’s light graffiti sponsorship idents which invited audiences to create their own “bright-dance” video clips via webcam. Talk talk hopes to attract more than the 60,000 entries it received last year.

Talk Talk communications director Mark Schmid says the sponsorship is a vehicle for the company to build awareness of the brand and drive engagement with its customers.

He adds that it offers a chance for Talk Talk to reward its customers with access to exclusive events such as secret gigs with The X Factor finalists in Talk Talk’s London customer experience centre and today’s launch event with Jedward.

The final of the last series of The X Factor saw audience viewing figures peak at 19.1m with an audience share of 62% at its peak.


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