The auditions for the next series started this week with a recently announced refreshed line-up including Take That's Gary Barlow, former Destiny's Child singer Kelly Rowland, Tulisa Contostavlos from the band N-Dubz and judging stalwart Louis Walsh, following the high-profile departures of and .
To accompany the ads on the digital screens at the auditions, Freya is offering people in the queue the chance to win a year's supply of lingerie by scanning a QR code or by visiting a special webpage.
Following the Manchester auditions at Event City today, the Freya ads will go on view at the Cardiff auditions on 29 June, The O2, Greenwich on 6, 7 and 8 July and the Liverpool Echo Arena on 13 and 14 July.
Ann-Marie Manley, head of marketing, said: "We have been eagerly awaiting this year's 'X Factor'. We are incredibly excited to be appearing at the auditions and hope that the notoriously large crowds and queues of hopeful stars enjoy checking out our lingerie and swimwear collections for SS11."
Freya's activity around 'The X Factor' is part of a wider experiential and social media marketing strategy which includes a recently launched blog written by independent contributors who are encouraged to give their honest view about lingerie.
Kerry F, one of the blog contributors, is a stay-at-home mum with three children under the age of three. She was picked by Freya's fans on Facebook to write a blog for the brand.
Freya is owned by lingerie company Eveden. Other Eveden brands include Fauve, Huit, Fantasie, Elomi, and Goddess.
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