ITV wanted to know if Domino’s sponsorship of the X factor mobile app would lead to Domino’s selling more pizzas – and at the same time proving the value of TV sponsorship.

Using Whisper we analysed over 43 million tweets across the entire 2014 series of X Factor, deriving insight from trillions of data points.

The results showed that there was a direct impact on the brand affinities of the X Factor audience, and that second screen engagement opportunities were being maximised.

And by measuring ROI more accurately than traditional methods it also built a strong business case for Domino’s to renew their sponsorship of the app.