This year we wanted to put X Factor fans centre stage by not only giving them something brilliant that they could never do on their own, but do it in a way that rethinks how they connect with other fans. The result is a painfully ambitious platform that stretches from apps to social to TV seamlessly – giving fans great content and the chance to star on TV during the X Factor.
Every year TalkTalk sponsor the X Factor and for the past three years I've done my best to use that opportunity as a way to explore what it means to sponsor a show in a way that puts its fans at the heart of it. This year is no exception and arguably the best expression of that exploration.
At its heart are the MixOff apps where you can create stunning, HD videos staring you and up 3 others. Using your mobile, tablet or laptop, you can choose from 9 different tracks to lip-sync over, select from 8 unique video styles to put your performance in and pick from 5 different filters to make it totally unique.
FILM COURTESY OF FAST CO.
At the end of the day MixOff was about creating brilliant idents. Ones that were unique, creative and powered by the fans of the X Factor. Here's a sample of some of the styles and submissions..
Choose a track Pharrel, DMC, Little mix, Lorde, Elle Henderson and more.
Then swipe through loads of brilliant video styles and choose a filter make yours.
Hit record and give the performance of your life. Pause at anytime to switch cameras, swap outfits or whatever you think will make you mix memorable and TV worthy.
One of the brilliant bits of MixOff is the ability to add up to 3 other performances to your mix.
You can add people with you, Facebook friends or people you don't even know that are nearby.
The MixOff platform includes the apps and a device-optimised website that has social woven throughout the entire experience. Videos are connected to Facebook so that they can be seen and shared with a tap, click, or swipe.
The technology behind Mix Off is on-par with a start-up funded for a year. Every aspect of this project required new technology that enabled us to created stunning detail and quality from user generated performances.
When making a video, you can not only choose from 9 different tracks, 8 unique video styles, but even add filters and text.
You add people with to your mix, but also pull from Facebook, people in your area or just go totally random.
After picking a track, video style and adding some personalization, you record up to 4 performances to be added to the final video mix.
The like magic, we send back a fully-rendered HD video to the app in less than a minute for you to submit and share.
Every time a performance is made we send it to the servers, merge it with the video style, apply textures and add your customizations.
Not only can you share on all your social networks, but you can email and sms your own personal page with your video embedded
Every week we got thousands of mixes coming from every corner of the UK. Each one shows one common thread – the UK having even more fun on their Saturday and Sunday nights. That's a win in my book.