X Factor adds more interactivity with Sainsbury’s tie-up

The X Factor has ramped up user interaction across its site, lining up Sainsbury’s as one of its content partners ahead of the new series launch on Saturday.

The X Factor judges
The X Factor judges

The ITV talent show has stepped up social media engagement across the site, including a Facebook-style thumbs up/down rating system, which lets viewers see the popularity of news stories, videos and images.

Developed by the interactive team at Fremantle Media Enterprises (FME) along with show producer Talkback Thames, the site features video playlists which let users watch highlights of each show or clips by theme, such as funny videos and ballad songs. Users will also be able to suggest other themes.

A dedicated community producer will generate online buzz about the sixth series of the show via regular updates on Twitter and Facebook.

The website will expand its range of content from beauty and fashion to include food and music once the show moves to the live finals. It has lined up Sainsbury’s as sponsor for its food channel. The supermarket brand will provide exclusive recipes to the site and its Try Team – the people behind its in-store recipe cards – will give cooking lessons to the show’s finalists. Videos of the lessons will be hosted on the food channel.

Through its partnership with L’Oréal, the site will feature videos of the finalists getting a makeover from X Factor stylists using L’Oréal make-up. The content will also be syndicated across L’Oréal’s site.

Robert Marsh, VP of interactive and telephony for Fremantle Media Enterprises, said the site has stepped up its user engagement. “We wanted to create dedicated content areas to reflect key areas the finalists are interested in,” he said.

This story first appeared on newmediaage.co.uk



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