Broadcast on Rotana Khalijia, The X Factor is one of the world’s most popular and recognized television music competitions. The Arabic version of this show is no an exception at successfully engaging its viewers.
Our task was to build enthusiasm and maintain excitement among both viewers and reviewers. Rotana was seeking a way to make it interactive, memorable, and in the musical spirit of the show for a wide range of industry and consumer demographics in multiple countries.
Our integrated campaign combined a Dubai Media City road show, KSA activation, and blogosphere engagement. In Media City, intrepid troubadours serenaded office staff and restaurant and cafe goers viewed past episodes, live social media updates, and general program information. Playing the X Factor game was a particular hit. The KSA activation joined the largest digital advertising screen in the country with X Factor-branded Segways ridden by guitar-strapped singers. Online, we supplied bloggers in Lebanon, KSA, and the UAE with sneak previews, backstage visits, and inside info that would engage and fascinate their audiences.
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