X FACTOR - TV2

GOALS: Ensure that the Norwegians watch the premiere, and build loyalty to the program.
It was also important to promote the hosts and the judges.
SOLUTION DESCRIPTION: We invited all of Norway to get involved in the X Factor, both with their singing voice, and to help the TV finalists to win. It was one of those ideas, that in retrospect seemed like an obvious choice - where strategy, logic, mechanisms, emotions, crossplatforms, earned/paid/owned media worked in perfect harmony.

A holistic strategy, a rock-solid concept and the belief that people would engage and share their involvement was the recipe for success. The digital channels generated over 300,000 unique users (of a population of less than 5 mill), through the campaign website, mobile app, facebook, blogs and TV 2's own website. The effect gave an average of 650,000 viewers who watched the premiere (compared to 488,000 in 2009), a market share of 40%, and great viewer ratings during the season.

The solutions were fully integrated with Facebook and TV 2's website, 58% of the involvement came through people's wallposts on Facebook.

ELEMENTS

OTHER ELEMENTS: Editorial promotion and content on tv2.no, in the TV-show, and in meda. Banner-ads, Facebook-page, virals, blogs, and mobile-app.