ITV has named The Carphone Warehouse as the official sponsor of The X Factor for the second year running.
The on and off-air sponsorship package, which includes broadcasts on ITV1 and ITV2, as well as sponsorship of the X Factor website (www.itv.com/xfactor) begins with the show launch on 16 August 2008.
As with last year The Carphone Warehouse will offer viewers an opportunity to show off their singing talents with The X Factor Challenge. Viewers can record one of six classic tracks from Madonna’s Like a Virgin to Culture Club’s Karma Chameleon or Crazy from Patsy Kline online at www.carphonewarehouse.com/xfactor via the microphone on their computer or by telephone to a free phoneline.
On the website users can also animate their recording with their own computer designed character. Here people can rate their favourite, wackiest and funniest performances from others, send their own attempts on to their friends and upload their recordings to their facebook page. The performances with the highest ratings are in with a chance to appear on TV during the sponsorship idents
The retailer also plans X Factor competitions, promotions and live experiences at various stores. Anna James, Marketing Director at The Carphone Warehouse said: “We are incredibly excited to continue our sponsorship of one of the biggest entertainment shows on television. At The Carphone Warehouse we know just how much our customers love music and entertainment, whether listening in on their new iPhone 3G, downloading it to their laptop or to their mobile phone. We’re really looking forward to bringing them The X Factor across all our channels.”
Bhavit Chandrani, Sponsorship Controller at ITV, said: “This is another perfect example of a fully integrated sponsorship being used to its maximum potential, utilising every aspect of the brand franchise available. From broadcast sponsorship to in-store promotions, The Carphone Warehouse continues to engage and interact with its customers through its association with one of the UK’s most captivating shows.”