Domino’s has been awarded the ‘Best Digital Activation’ award for its digitally sponsorship of the X Factor.

The group beat campaigns from the likes of Kellogg’s, YouTube and EE to win at the Hollis Sponsorship Awards.

Its X Factor app won for its strategic yet fun approach to engage consumers through digital.

The Domino’s X Factor app allowed viewers to become the ‘Fifth Judge’ of the reality TV show, enabling them to vote for their favourite acts straight from their mobile device as the show aired.. 

The app clocked up a total of 1.6 million downloads and allowed users to not only vote but make predictions on who would go through to the next round, while testing their knowledge of the X Factor in real-time.

Nick Dutch, head of digital at Domino’s Pizza said: “It’s an honour for Domino’s to be recognised by the industry and win the ‘Best Digital Activation’ award. The X Factor sponsorship was a great campaign to work on with ITV and allowed us to reward and entertain our core target audience. It was a huge step forward for the brand and we thoroughly enjoyed every moment – and we hope that our fans did too!”