How brands Tweeted the return of The X Factor

By Gordon Macmillan
Tuesday, 2 September 2014

Autumn might be here but following the summer lull two of the UK’s biggest Saturday night TV shows are back. Next week it’s ‘Strictly Come Dancing’ (@bbcstrictly) while this week saw the return of ‘The X Factor’ (@TheXFactor), which dominated conversation on Twitter over the course of the weekend as millions tuned in.

Conversation about the show helped it trend in the UK and worldwide with over 143,000 users joining the conversation on Twitter, which peaked at 5,609 Tweets Per Minute after judge Mel B’s (@OfficialMelB) ‘chopped liver’ comment. Overall, there were 336,969 Tweets around the @TheXFactor on Saturday night and almost 180,000 on Sunday as the second instalment of the show aired, according to Second Sync.

The return of @TheXFactor was a big night for brands, many of which took part in the conversation. Here’s a selection of some of those Tweets.

The story on Saturday for many was not simply the return of show, but of judge Cheryl Cole (@CherylOfficial). For those looking for a sneak peek @LOrealParisUK had that in hand with a look at its ad starring the former Girls Aloud singer and then the ad itself. 

While @CherylOfficial might be everybody’s favourite judge, @JustEatUK had words for Louis Walsh.

There might be some great voices on @TheXFactor, but some don’t quite make the cut. @Pot_Noodle summed up the look on the faces of judges after the conclusion of some auditions.

@nextofficial was one of a number of brands to welcome the @itv show back to our screens.

A key part of the @TheXFactor is the shared experience of watching with family and friends on a Saturday night. Lifestyle and food brands such as @TescoLiving, @Dominos_UK and @pizzahutuk were among those that looked to capitalise on this audience.

While a great voice is essential, almost as important for any pop star in the making is their look. Throughout the show @TRESemmeUK provided style commentary on some of the most notable acts.


Style, of course, is an individual matter and one contestant used his to convey a love of dogs. Andrea Faustini proudly wore his pug sweater, as he explained how he didn’t currently own a dog, but said he’d like two called Simon and Cowell.