X Factor Rules Again

October 7, 2010


Here we go again – another year of X Factor finals. And what a brilliant job the producers have done so far to build up the excitement and publicity surrounding the show. Firstly Cheryl bows out of the auditions early on because of malaria (Tick: pre awareness campaign). Next Chloe Mafia makes it through the auditions in spite of being a prostitute and cocaine addict (Tick: keep momentum going through one of the less exciting parts of the show). Third Gamu Nhengu, who made it through to the judges’ houses, is being deported from the UK for her mother’s immigration breaches (Tick: colossal amount of publicity in the lead up to the first live final).

Last year it was Jedward, this year it’s personal scandals.

And their new strategy is working. Last weekend’s UK viewing figures topped the final episode in 2008.

Just to give you an idea of the continuous growth of the programme in Ireland. From the viewership of the first TV3 show in 2006 to now: Housewife with Kids are up 66%, while the youth 15-34 audience is up 700%

Everyone knows when the X Factor comes back on air. You can’t avoid it. I think if I wasn’t interested I would watch it anyway just so I don’t feel left out of 50% of conversations. It’s unbelievable when you think about the amount of talk it generates.

In an evolving media climate where advertising channels are becoming more and more fragmented, it seems that X Factor is one of the most unifying channels of all.

And who knows what Simon Cowell has up his sleeve next? Bring on Saturday night.



Get in Where you Fit In

January 22, 2010



Here at The Influentials, we’ve been fans of the Jedward phenomenon from the beginning, and regardless of whether or not they are a musical abomination, we can’t help but be proud to see what these boys are doing for themselves. It has been announced that Vanilla Ice’s “Under Pressure (Ice Ice Baby)” will be their debut single. It seems like a great move – they brought the house down with their renditions both on XFactor and at this week’s UK’s National Television Awards, and the song’s release has already been predicted to hit the No. 1 spot.

Vanilla Ice himself appears on the track and he’s been vocal in his support of the boys, saying, “I said to these guys ‘get in where you fit in’ – don’t listen to the critics.” “Get in Where you Fit In” –  not an original Vanilla Ice sentiment, granted, but it’s a great one nontheless, and I think I’m going to pin it up on my desk.

John and Edward are doing exactly that – getting in where they fit in. A door opened and they’re running right through. They probably didn’t plan to become a novelty act, but hey, that’s how it turned out and they are taking full advantage of the situation. Often success comes from left field; the key is recognising it, and taking advantage. Journey’s ‘Don’t Stop Believing’ originally entered the charts in 1982, reappeared in the Irish charts in 2007 following its use on The Sopranos, and in the wake of performances of the song on XFactor and Glee, is back at No.6 in the UK charts. Minoxidil was first used as a blood pressure drug, and after noting that its side effects included increased hair growth, Upjohn Corporation decided to produce and market it as a hair loss treatment we now know as Regaine.  Get in where you fit in.

Finding an ownable niche where you truly ‘fit’ is the ultimate challenge that faces businesses. From new product development to marcoms, experimentation may sometimes be the only way to find it, but when it finally works well, it’s fantastic.

I’ve talked before about how we sometimes sit on half- baked ideas or plans for fear that they won’t work, or that we’ll look stupid, or because they aren’t turning out the way we expected. Trial and error is sometimes the best way to come around to the perfect solution – it may not be the solution we were expecting, but if it works, it works. Get in where you fit in.


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