Itch and Virgin Media tie-up for Britain's Got Talent

Agency Itch is working with Virgin Media on the experiential aspects of its partnership with ITV's Britain's Got Talent, which returned to television screens earlier this month.

Itch giving BGT audiences Virgin Media experiences
Itch giving BGT audiences Virgin Media experiences

At the London open auditions in January, Itch developed a series of activities to entertain the 7,000 contestants, involving the Virgin Media Angels, masseurs and a Virgin Media branded airstream bus. Virgin Media branded hand warmers and giant green Tivo thumbs were handed out to the crowds and mobile phone recharge units were also available.

The campaign was extended to social media, with a branding board and photographer linked to the Virgin Media Facebook page. The audience and acts could have their picture taken in front of the board, with branded business cards providing details of where to view the pictures.

Itch will also include design and dress a backstage VIP experience at Fountain Studios in Wembley during the Britain’s Got Talent live semi-finals in May.

Richard Larcombe, advertising and sponsorship direct at Virgin Media, said: "The brand partnership with Britain’s Got Talent provides a fantastic opportunity for Virgin Media to demonstrate how we are supporting British talent in this very special year. With Itch’s support we are able to bring our brand to the heart of Virgin Media customers and TV fans across the country."

Mike White, Itch’s managing diector, added: "This is a great brief for us as it covers many of the agency’s strengths’ including content creation, media exploitation, VIP experience, mass market branding and social media. We are delighted to be working on such a high-profile activity."

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