Motown The Musical had the UK dancing in their sofas as the cast took part in Motown week on the X Factor. A performance from the cast of the West End hit opened the Saturday night live show where all the contestants performed classic Motown hits. In the week leading up, the finalists came to see Motown The Musical and the girls’ experience at the Shaftesbury Theatre was filmed to feature as a short VT on Sunday night’s Xtra Factor on ITV2.

 Motown week on the X Factor coincided with the show’s wider media campaign with TV advertising, outdoor, print media and digital running across this period. The X Factor performance was followed by AKA’s Motown The Musical TV spot in the first ad break at 8.15pm, broadcast to all London & South East audiences. Motown was trending on Twitter and the activity resulted in a 350% increase in web traffic compared to the preceding weekend.