Social media, new technology and fame culture are at the forefront of society and it’s increasingly easy to be a part of. There’s no denying it, X Factor fans love music and love to perform. The idea was to create something that made the audience feel a part of the show - something that would put THEM in the spotlight.

So we launched BopHeads, a campaign that allowed fans to star in their very own music video. It was simple, you pick a track, choose a video template and lip sync along to the lyrics. BopHeads would then superimpose you into your own 15-second personalized music video.

The app had to be integrated across multiple devices. It utilised bespoke, real-time render technology for easy engagement and maximum fun and shareability, wrapped up in a user experience that was slick and intuitive for high quality videos.

The app launched at The X Factor Press Day, a few days before the first weekend’s show. This generated excitement and celebrity endorsement. The big launch was landed at the first weekend of the show, with millions tuning in being encouraged to participate.

The app enabled users to share their videos on social channels, and were also featured on the TalkTalk TV YouTube page. Targeted digital banners also drove people to the app.

Music video templates and new track options were released gradually and in time with new single launches such as Olly Murs’ singles.

Vloggers, Bloggers and Influencers were involved too. They engaged their followers posting their videos and encouraged them.

Pre-paid display adverts and organic social activity drove traffic to the BopHeads platform. It gained a reach of over 55 million people, making it the highest of any brand campaign in 2015. The BopHeads app was downloaded 50,000 times and the website gained in excess of 300,000 unique hits. Over the 10-week campaign over 230,000 music videos were created by the public, demonstrating the positive impact of incorporating user-generated content at the core of this campaign experience.

BopHeads gained hundreds of pieces of free PR from tech websites, music blogs and forums, reaching in excess of 85 million people. This was aided by influencer engagement from pop stars, TV celebrities and online Vloggers creating their own videos.