Last weekend, Motown the Musical had the UK dancing in their seats, with Motown week on the X Factor. Saturday night’s show was Motown themed, with all contestants performing classic hits and a performance from the West End cast opening the show at 8pm on Saturday night.

Contestants from the show came to see Motown the Musical on Wednesday and Thursday that week, with the girls’ experience shown as a short VT on Sunday night’s Xtra Factor on ITV2.

Motown week on the show fell within the show’s wider media campaign with TV advertising, outdoor, print media and digital running across this period. The performance was followed by our TV spot in the first ad break at 8.15pm, broadcast to London & South East audiences.

Motown was trending on Twitter and we saw a 350% increase in web traffic compared to the preceding weekend.