FremantleMedia Enterprises and Syco Entertainment have struck a partnership with Hula Hoops for Britain's Got Talent.
Kicking off this month and running until May, the promotion will run across all Hula Hoops packs, and will be supported with TV advertising, online and digital advertising.
The aim is 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.
The twist is that all entrants to the talent search much 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 a specially compiled panel to find the winner.
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.
"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," said Jana Gray, VP sponsorship UK at FME.