Its use has almost doubled in last year
|Advertising - the bellwether industry|
Domino’s Pizza, which sponsored ITV’s Britain’s Got Talent for three years until the current season began in April, is understood to have signed up to sponsor a new Simon Cowell primetime gameshow, Red or Black, which will be hosted by Anthony McPartlin and Declan Donnelly – aka Ant and Dec - and will be launched this autumn.
The show, which is set to launch on television this autumn after preliminary rounds in Wembley Arena and at locations around the UK, will have a grand prize of £1m.
The deal between ITV and Domino's is believed to be worth more than £1m and to cover TV, online and mobile channels, as well as off-air activation.
The pizza delivery company's sales and marketing director, Simon Wallis, said the home is the company’s point of sale so “unmissable TV events such as Red or Black create an ideal time for a product, such as pizza, that’s made for sharing”.
“This partnership has allowed ITV to work alongside Domino’s and develop a multiplatform solution that will help deliver their marketing objectives across a range of touch points with the consumer,” said Simon Dalglish, director of multi-platforms and partnerships at ITV. He said the collaboration is a great example of how the broadcaster wants to work with its consumers in future.
Pictured: Anthony McPartlin, Declan Donnelly and Simon Cowell