Partnership:

THE X-FACTOR and Honda

Description:

In Season 3, Honda and The X Factor collaborated on a successful cross-platform partnership which:

  • Supported the launch of the all new 2014 Honda Odyssey
  • Created deep and meaningful Honda integrations, which fit organically into the show
  • Drove heavy fan engagement through Honda owned digital platforms such as Online Voting and Fan Rewards

Start of Something Special

“The Start of Something Special” package highlighted the journey the contestants took to be on The X Factor.  The package featured beauty shots of the Honda Odyssey, an engaged judging panel, and talented contestants and their families.  The package concluded with a callout to promote The X Factor Fan Rewards program, accompanied by the Honda logo and custom hashtag - #StartSomething. 

Giving Thanks

The “Giving Thanks” package gave The X Factor contestants the opportunity be with those whom they’re closest to and most thankful for – as a surprise for the Thanksgiving holiday! Instead of the usual night of continued rehearsals, Honda took everyone (contestants and families) out for a Thanksgiving dinner, so they could celebrate the holiday together. The package concluded with Mario Lopez thanking Honda, and encouraging fans to upload a photo of what they are thankful for on Instagram - using the hashtag #StartSomething.

Hometown Support

The X Factor and Honda sent a fleet of Odyssey’s to the hometowns of the final 3 contestants. During the Finale episode, there were 3 packages (1 for each finalist) with the Odyssey’s collecting well wishes and encouragement from the finalists' communities. Beauty shots of the Honda Odysseys as well as Honda key phrases were featured throughout the packages. The final package concluded with a callout to promote The X Factor Fan Rewards program, which featured the custom hashtag - #StartSomething. 

The X-Factor Fan Rewards presented by Honda

Throughout the season Fox took fans on an odyssey through the digital world of THE X FACTOR with Fan Rewards! Fan loyalty, and deepened fan engagement were built in this multi-platform program. The extension also included branded media across the App, including the App homepage. This included co-branded promotional media and “tiles” driving to these Honda branded experiences.  Both the branded media and co-branded promotion ran during both the synched and non-synched experiences.  Fans were rewarded for clicking and interacting their way through THE X FACTOR digital landscape (official site and prominent social platforms) with points that they could use for exclusive show merchandise, and digital downloads. Prizing included a Finale grand prize of airfare, accommodations, and tickets to the Finale! 

Partnership Opportunity:
THE X-FACTOR/Television
Company:
Fremantle
Partner/Category:
Honda /Automotive
Timing:
2013
Target:
Promotional Elements:
Branded Content
Product Demonstrations / Sampling
Contest / Sweepstakes
Media Elements:
Mobile
Online
Product Placement
Product Giveaways
Social Media
Created On:
2020-11-30
Last Modified on:
2017-01-10
Companies Involved
Fremantle
Tuck

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