The Carphone Warehouse wanted to sponsor The X Factor, Europe’s biggest singing contest. So, we created the X Factor Challenge to let viewers sing and draw themselves for a chance to appear on TV during the show’s ad breaks. By going online, choosing a song and singing on their mobile or computer, people could draw a character or choose a pre-drawn character to be animated and perform to their voice. This was judged by the public and the best, or worst, would make it into TV.   People got involved in stores, TV, mobile and social media - watching and judging others' performances or creating and sharing theirs via mobile, email or facebook. They could download their performance as a video ringtone, and when chosen were seen on TV ads by 12 million people.