We created the X Factor Challenge, Carphone Warehouse’s very own singing competition centred around a web experience but integrating TV, mobile and social networking.

Once at the website viewers were able to get the lyrics to classic tracks, and then record their performances via a freephone number, or using their computer’s microphone. New functionality this year allowed users to create their own characters, or select one from a pre-drawn collection, which were then animated and combined with their voice recording to create a truly unique performance to be judged by the public. Our potential superstars could then send the performance to friends as an email, a message to Facebook, and this year, even send it on to their mobile as a video ringtone.

Contestants were then picked from the website and their animations and singing performances used as TV idents, which could be seen during the X Factor shows themselves.

Building on the phenomenal success of last year’s campaign, and our specific objective or delivering greater levels of engagement and interactivity this year, not only did we manage to achieve a 400% increase in the number of auditions (up to over 8.5k) but we also had more than 53k unique visitors to the site, who in turn viewed and judged in excess of 135k performances. Record breaking viewing figures for X Factor, with a series high of over 14m viewers, also helped to maintain our leading brand awareness and consideration, as well as regain leadership for brand salience.