Four-screen Campaign from CTV, TD Features Exclusive Digital Content Online, Mobile, Social

2012-09-13

In a unique multi-platform mash-up between a leading Canadian brand and a top American reality series, exclusive access to and content from The X Factor will be delivered by CTV and TD online, and through newly enhanced mobile applications.
At the heart of the campaign are exclusive behind-the-scenes mentor interviews with members of The X Factor’s production team, followed by weekly on-set contestant interviews from the TD Comfort Zone, filmed directly on set.
The brand partnership initiative was led by Starcom MediaVest Group and developed together with CTV Brand Partnerships and TD.
All 30-second interviews air within each week’s broadcast of The X Factor going forward through the season, and across Bell Media properties CTV, CTV Two, Bravo, and E!. Extended interviews will also be posted online at td.ctv.ca.
Then in late October, marking a CTV Brand Partnerships first, the CTV App for iPad, iPhone and iPod Touch will incorporate advanced new digital audio fingerprint technology; the app itself ‘hears’ when a user is watching a TD commercial play during the show.
Triggered by the identified sounds, the app then shows a notification ad on-screen, letting users quickly navigation to the TD Making of a Star microsite. Once there, viewers can enter the contest, view the custom videos, engage in site polls, and enjoy exclusive extended content. Viewers can also participate in live chats on the CTV App for iPad, iPhone, and iPod Touch.
“TD Making of A Star is a truly innovative, four-screen campaign designed to highlight the role of great advice and mentorship in bringing about success,” said Carmen Lago, Director, Brand Partnerships, Bell Media, in a release. “Mentors on the show utilize their world renowned expertise to guide contestants with the advice they need to truly become a star. This level of integration of a Canadian brand in a U.S. reality series is a first of its kind in Canada, bringing TD’s iconic green chairs to set with extensive interview access. We’re proud to partner with TD and Starcom to bring this exciting campaign to life.”
CTV and TD will capture a series of 30-second interviews with The X Factor’s talented production mentors behind the show’s greatest transformations, including vocal coaches, choreographers, and stylists, and will explore their role in TD Making of a Star. TD Making of a Star kicks off with interviews with mentors, creative director Tim Bryne, and vocal producer Savan Kotecha.
When the live performance shows begin and extending until the season finale, TD and CTV will step into the TD Comfort Zone on set, where the Top 10 finalists will be interviewed by an ETALK correspondent. The TD Comfort Zone hits will talk about each week’s challenges and triumphs, and feature the advice of the vocal coaches, choreographers, and stylists who are getting them closer to becoming a star. ETALK will also produce a series of 30-second recap segments sponsored by TD, discussing the previous night’s show and cue fans to continue the conversation through the live chat and exclusive content online at td.ctv.ca.
Optimized for tablet and mobile users, the dedicated co-branded microsite td.ctv.ca expands the viewer experience, hosting an array of offerings from extended weekly interviews and audio fingerprinting, to customized Facebook badges. The campaign’s microsite also hosts a special CTV personality Twitter feed and additional exclusive content from the show set that will be promoted across targeted Bell Media sites.
An interactive contest will offer a top prize to L.A. for the season finale to entrants who answer a series of questions, as posed in the video segments.
The X Factor airs Wednesdays and Thursdays on CTV and CTV Two