TORONTO – CTV and TD Bank are Hollywood bound and they’re bringing the big green chairs. In an unusual brand partnership campaign led by Starcom MediaVest Group, they are heading to the set of The X Factor reality talent program to unleash a four-screen campaign that features exclusive content and access for viewers.
At the heart of the “TD Making of a Star” 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. Additional components of the campaign include audio fingerprinting technology, weekly etalk segments, a VIP grand prize trip to the finale, on-air snipes, and a dedicated microsite promoting viewer interaction with live chats through each ET broadcast of the show. Viewers can also participate in live chats on the CTV App for iPad, iPhone, and iPod Touch.
TD Making of a Star kicks off with interviews with mentors, creative director Tim Bryne, and vocal producer Savan Kotecha. The second part of The X Factor premiere airs Thursday, Sept. 13 at 8 p.m. ET/PT on CTV Two.
In a CTV brand partnership first, beginning in late October, the CTV App for iPad, iPhone and iPod Touch will incorporate audio fingerprint technology, which allows the app to 'hear' when viewers are watching the TD commercial playing during The X Factor. Once identified, the app will deploy a notification ad to users on their mobile device, enabling quick 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.
"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.
"Mentors on The X Factor utilize their world renowned expertise to guide contestants with the advice they need to truly become a star. CTV claims this level of integration of a Canadian brand in a U.S. reality series is a first of its kind in Canada, and will bring 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 show’s 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. All 30-second interviews air within each week's broadcast of reality show for the entire season, and across Bell Media properties CTV, CTV Two, Bravo, and E!. Extended interviews will also be posted online.
When the live performance shows begin and extending until the season finale, TD and CTV will step into the TD Comfort Zone on the set, where the Top 10 finalists will be interviewed by an etalk correspondent. 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 check out exclusive content online.
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 set that will be promoted across targeted Bell Media sites.
Throughout the series and leading up to the finale, the campaign also features a Grand Prize contest of a VIP trip for two to L.A. to catch the live season finale. To enter, fans need to visit td.ctv.ca and correctly respond to quiz questions posed within the TD Making of a Star interviews, further engaging viewers in the online offerings and brand-inspired content.
The X Factor airs Wednesdays at 8 p.m. ET/PT on CTV and Thursdays at 8 p.m. ET/PT on CTV Two.
