Hula Hoops, one of the UK’s favourite snacks, Syco Entertainment and FremantleMedia Enterprises (FME) today announced a unique partnership between the snack company and one of the nation’s most watched talent shows, Britain’s Got Talent. The deal was brokered by Billington Cartmell.

Starting on 1 February and running until May the campaign will embrace the nation’s fascination with Britain’s Got Talent which launches its fifth series later this spring. The promotion will run across all Hula Hoops packs, incorporating the whole range of handy packs, grab bags and multi-packs, and will be supported with television advertising created by Publicis and an interactive website and digital advertising created by 20:20.

Billington Cartmell created the promotion to give consumers the chance to “Win a £10,000 ticket to stardom” by uploading a Britain’s Got Talent -style video of themselves to www.HulaHoops.com – with the unique twist that all entrants to the Hula Hoops talent search must use their talent to show how much they love Hula Hoops!

The videos will be voted on by the public, with the 20 top-scoring acts being judged by a specially-compiled panel to find the winner who will take away the £10,000 top prize.

There will also be a free talent lesson with every Hula Hoops pack, enabling consumers to download a voucher for a free lesson across a range of talents including dance, singing, cheerleading, circus skills, magic, comedy and ice-skating.

Billington Cartmell’s Eamonn Newell, Business Director explains: “The partnership with Britain’s Got Talent provides the perfect stage for Hula Hoops to engage the public in its uniquely fun and entertaining way”.

Jana Gray, VP Sponsorship UK for FME adds: “We are delighted to have Hula Hoops on board this year, the campaign is extremely innovative and a great new way for fans to engage with the show off screen”.