TD and CTV Join Forces on THE X FACTOR in a "Star-Making" Campaign

- Unprecedented TD and THE X FACTOR brand partnership is first campaign to integrate a Canadian brand with a U.S. reality program -
- ETALK goes behind the scenes with on-set access and interviews -
- Online contest features a VIP Grand Prize trip for two to L.A. for THE X FACTOR finale -
- Four-screen campaign features extensive digital and social media components -
- CTV App for iPad, iPhone, and iPod Touch to use audio fingerprinting technology in campaign -

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TORONTO, Sept. 13, 2012 /CNW/ - Canada's #1 new series last season, CTV's THE X FACTOR, and TD Bank Group unleash star-making power with an unprecedented brand partnership campaign. A first for a Canadian brand and an American reality series, CTV and TD head to the set of THE X FACTOR in Hollywood to deliver a multi-phased campaign that offers viewers exclusive content and access. At the heart of the campaign are exclusive behind-the-scenes mentor interviews with members of THE X FACTOR's production team, followed by weekly on-set contestant interviews from the TD Comfort Zone, filmed directly on THE X FACTOR set. Additional components of the dynamic campaign include audio fingerprinting technology, weekly ETALK segments, a VIP Grand Prize trip to the finale, on-air snipes, and a dedicated microsite promoting viewer interaction with live chats through each ET broadcast of THE X FACTOR at td.ctv.ca. Viewers can also participate in live chats on the CTV App for iPad, iPhone, and iPod Touch.

TD Making of a Star kicks off with interviews with mentors, creative director Tim Bryne, and vocal producer Savan Kotecha. The second part of THE X FACTOR premiere event airs Thursday, Sept. 13 at 8 p.m. ET/PT on CTV Two (visit CTV.ca/Two to confirm local listings).

Marking a CTV Brand Partnerships first, beginning in late October, the CTV App for iPad, iPhone and iPod Touch will incorporate audio fingerprint technology, which allows the app to 'hear' when viewers are watching the TD commercial playing during THE X FACTOR. Once identified, the app will deploy a notification ad to users on their mobile device, enabling quick navigation to the TD Making of a Star microsite. Once there, viewers can enter the contest, view the custom videos, engage in site polls, and enjoy exclusive extended content.

"TD Making of A Star is a truly innovative, four-screen campaign designed to highlight the role of great advice and mentorship in bringing about success," said Carmen Lago, Director, Brand Partnerships, Bell Media. "Mentors on THE X FACTOR utilize their world renowned expertise to guide contestants with the advice they need to truly become a star. This level of integration of a Canadian brand in a U.S. reality series is a first of its kind in Canada, bringing TD's iconic green chairs to set with extensive interview access. We're proud to partner with TD and Starcom to bring this exciting campaign to life."

CTV and TD will capture a series of 30-second interviews with THE X FACTOR's talented production mentors behind the show's greatest transformations, including vocal coaches, choreographers, and stylists, and will explore their role in TD Making of a Star. All 30-second interviews air within each week's broadcast of THE X FACTOR for the entire season, and across Bell Media properties CTV, CTV Two, Bravo, and E!. Extended interviews will also be posted online at td.ctv.ca.

When the live performance shows begin and extending until the season finale, TD and CTV will step into the TD Comfort Zone on THE X FACTOR set, where the Top 10 finalists will be interviewed by an ETALK correspondent. The TD Comfort Zone hits will talk about each week's challenges and triumphs, and feature the advice of the vocal coaches, choreographers, and stylists who are getting them closer to becoming a star. ETALK will also produce a series of 30-second recap segments sponsored by TD, discussing the previous night's show and cue fans to continue the conversation through the live chat and check out exclusive content online at td.ctv.ca.

Optimized for tablet and mobile users, the dedicated co-branded microsite td.ctv.ca expands the viewer experience, hosting an array of offerings from extended weekly interviews and audio fingerprinting, to customized Facebook badges. The campaign's microsite also hosts a special CTV personality Twitter feed and additional exclusive content from the set of THE X FACTOR that will be promoted across targeted Bell Media sites.

Throughout the series and leading up to the finale, the campaign also features a Grand Prize contest of a VIP trip for two to L.A. to catch the live THE X FACTOR season finale. To enter, fans need to visit td.ctv.ca and correctly respond to quiz questions posed within the TD Making of a Star interviews, further engaging viewers in the online offerings and brand-inspired content.

THE X FACTOR airs Wednesdays at 8 p.m. ET/PT on CTV and Thursdays at 8 p.m. ET/PT on CTV Two (visit CTV.ca and CTV.ca/Two to confirm local listings).

The brand partnership initiative was led by Starcom and developed together with CTV Brand Partnerships and TD.

About TD Bank Group
The Toronto-Dominion Bank and its subsidiaries are collectively known as TD Bank Group (TD). TD is the sixth largest bank in North America by branches and serves approximately 22 million customers in four key businesses operating in a number of locations in key financial centres around the globe: Canadian Personal and Commercial Banking, including TD Canada Trust and TD Auto Finance Canada; Wealth and Insurance, including TD Waterhouse, an investment in TD Ameritrade, and TD Insurance; U.S. Personal and Commercial Banking, including TD Bank, America's Most Convenient Bank, and TD Auto Finance U.S.; and Wholesale Banking, including TD Securities. TD also ranks among the world's leading online financial services firms, with approximately 8.5 million online customers. TD had CDN$806 billion in assets on July 31, 2012.The Toronto-Dominion Bank trades under the symbol "TD" on the Toronto and New York Stock Exchanges.

About Starcom MediaVest Group
Starcom MediaVest Group is the Human Experience Company. Our dream is to grow our clients' business by transforming human behavior through uplifting, meaningful human experiences. These brand 'experiences' are brought to life by distinct, strategic point-of-views—Truth and Design and Space for Ideas-- created and owned by SMG's two global agency brands: MediaVest and Starcom, respectively. Ranked one of the largest brand communications groups in the world, Starcom MediaVest Group (www.smvgroup.com) encompasses an integrated network of human experience strategists, investment specialists, content creators and digital experts.

With nearly 6,700 employees in 110 offices worldwide, SMG partners with the world's leading companies including, Kraft, P&G, Research in Motion (RIM), Samsung, among others. In 2010, SMG was the #1 ranked Global Media Agency (AdAge) and "Media Agency of the Decade" by Adweek and was the most celebrated Global network at the 2010 and 2009 Cannes International Advertising Festival For more information, visit www.smvgroup.com.

About CTV
CTV is Canada's largest private broadcaster. Featuring a wide range of quality news, sports, information, and entertainment programming, CTV is Canada's most-watched television network. CTV is a division of Bell Media, Canada's premier multimedia company with leading assets in television, radio and digital. Bell Media is owned by BCE Inc. (TSX, NYSE: BCE), Canada's largest communications company. More information about CTV can be found on the network's website at ctv.ca.

SOCIAL MEDIA LINKS:
Twitter:
@CTV_PR @CTV_Television
@TheXFactorUSA
@SimonCowell
@LA_Reid
@Britneyspears
@ddlovato

Facebook:
facebook.com/ctv
facebook.com/TheXFactorUSA

- CTV -

Source: BBM Canada, BY2011-12: 9/19/2011 - 5/23/2012, Performance Shows

SOURCE: CTV

Jacqui Vansickle, CTV, CTV Two, 416.384.5091 or [email protected]
Allie Page, CTV, CTV Two, 416.384.4596 or [email protected]