Domino's, renewed its sponsorship of The X Factor app because the show is 'one of the biggest entertainment properties' in the country and is 'family friendly must-watch viewing. The app is the
primary source of digital interaction with the show, and this partnership offers unrivalled opportunities for engagement with consumers, its agency, Arena, claims. Last year the app was downloaded
1.6m times and this year new features are expected to see up to 2m downloads.
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