Thursday, 18 September 2008

Join the Carphone Warehouse X Factor challenge

If you hadn’t guessed already, this is the new site by mobile store The Carphone Warehouse to launch it’s sponsorship of Saturday night hit TV show X Factor.

Continuing from previous sponsor Nokia, with the obvious musical interest between the viewers, and show’s content, Carphone Warehouse show us how a sponsorship can be perfectly engage an audience, and get them involved with the brand.

The Carphone Warehouse website acts as the central hub to the activity, allowing users to upload their own versions of musical classics, or vote for other entries, with a People’s chart compiled to showcase the latest entries.

I like the level of user engagement in this campaign, using the premise of the show as the backbone to the campaign. The indents to the program also include real people singing their hearts out to their favourite song, and really adds a cross media element to what could have potentially been, ‘just another television sponsorship’.