Online takeaway service Just Eat PLC (LON:JE) is to sponsor this year’s X Factor App.
The app allows millions of viewers across the country to access exclusive content and Just Eat rewards, as well as order food from the platform while watching the show.
In addition to an extensive branded presence, the deal includes second screen takeovers in the “fifth judge” area where viewers can watch contestant videos and play bespoke games.
Just Eat will also launch wide-reaching social media strategy, with media spend boosted at key junctures in the series.
The app will be available to download ahead of the return of the show to ITV next Saturday (27 August).
Sharon Osbourne and Louis Walsh are returning to the judging panel alongside ex-Pussycat Doll Nicole Sherzinger, after critics branded last year’s more youthful panel “lacklustre”.
The show is also venturing online for the first time -hosted by Spandau Ballet star Martin Kemp’s son Roman- in an attempt to be part of the on-demand content streaming culture.
The new series will be a welcome return for ITV. The broadcaster has been struggling to capture its share of viewers recently, while television advertising has seen a steady decline.