Domino’s Pizza has won the ‘Best Digital Activation’ award at the Hollis Sponsorship Awards for its digitally pioneering sponsorship of the X Factor, beating off the likes of Kellogg’s, YouTube and EE. Domino’s X Factor app won for its strategic yet fun approach to engage consumers through digital.
The Domino’s X Factor app allowed viewers to become the ‘Fifth Judge’ of the reality TV show, enabling them to vote for their favourite acts straight from their mobile device as the show aired. Consumers are increasingly watching TV while being active across multiple social media platforms and it was this insight that led to the app’s creation. The Domino’s X Factor app literally put the show in the hands (and pockets) of the fans.
1.6 million downloads
The app clocked up a total of 1.6 million downloads and allowed users to not only vote but make predictions on who would go through to the next round, while testing their knowledge of the X Factor in real-time. Users were further incentivised with tickets to the live shows to encourage engagement and maintain audience interest.
The app also delivered content that kept users up-to-date with their favourite contestants, provided backstage interviews and offered exclusive video content and pictures. Users could also order their favourite Domino’s pizza directly from the app, not to mention playing retro style games such as ‘Feed the Judges’ and ‘Fiery Fingers of Fire’ to win ‘Domi-deals’ off their next purchase.
Hollis Sponsorship Awards
The highly prized Hollis Sponsorship Awards are the pre-eminent awards for the industry, encompassing all areas, by sector and by strategy, national and international. Winners are held up as benchmarks of best practice within this burgeoning sector.
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