Hosted by Ant and Dec, the show will be stripped across the prime time schedule, and gives ordinary people across the UK the chance to become millionaires. Each night, over the course of a week, eight people will face a life-defining moment as they are offered the chance to walk away with £1 million, or nothing at all. Each night will show how the final eight started off as just faces in a crowd of thousands at the Red or Black? Arena. Viewers will then see them play colourful outdoor challenges in their local areas before reaching the live studio to battle it out. Over one hundred thousand people applied to take part in the show and the first exciting stage has already been filmed at Wembley Arena.
The fully integrated sponsorship package, negotiated by ITV Commercial and Arena Media, on behalf of Domino’s Pizza, includes broadcast, online, interactive, mobile and off-air activation.
Simon Wallis, Sales and Marketing Director at Domino’s, said: “After our fantastic success with landmark shows such as The Simpson’s and Britain’s Got Talent, we are delighted to be sponsoring Red or Black – the most eagerly anticipated TV event of the year. With its fast-paced, edge of your seat format, we know that viewers are going to be glued to their screens and while they’re deciding Red or Black at home, we want them to be tucking in to a Domino’s Pizza. The home is our 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 – and because we deliver, there’s no need to miss a minute of the action.”
Simon Daglish, Director of Multi-Platforms & Partnerships, ITV added: “‘Red or Black is a hotly anticipated show for ITV and we are delighted to be working with a key partner in Domino’s. 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. This collaboration is a great example of how ITV wants to work with its customers in the future.”
Melissa Brown, Director of Brands and Licensing, Syco TV said, “It’s fantastic to partner with Domino’s for Red or Black, they’re a great brand fit for this exciting new TV show.”
Sponsorship idents will be created for Domino’s by Big Communications.
For more details on the show visit www.itv.com/redorblack.