John Lewis lands spaceship in I’m A Celeb, Fortnite Creative and 4D OOH

John Lewis will expand its Christmas campaign to encompass out-of-home, in-show and gaming advertising with ITV.

Two weeks ago the retailer launched a bespoke I’m A Celebrity…Get Me Out Of Here! experience in Fortnite Creative, a “sandbox game” part of the popular video game Fortnite, where the castle and challenges from the show were recreated with an accompanying John Lewis storefront.

Building on this, John Lewis has launched an immersive “4D experience” with Outernet London at an ultra HD OOH screen at the central London intersection at Tottenham Court Road, Charing Cross and Oxford Street tonight.

It is powered by Epic Games’ Unreal Engine and will play for a week showing the spaceship from the Unexpected Guest campaign landing in the I’m A Celebrity Castle Trial experience in Fortnite Creative, which was created by Metavision and 3D labs.

Another element to the integrated commercial partnership includes product placement and a “bespoke” Castle Coin Challenge on tonight’s episode, which will air on ITV and ITV Hub, the video-on-demand service.

The same space ship from will “land” in the grounds of Gwyrch castle where the show is filmed and a challenge has been designed based on the John Lewis Christmas story and contestants can compete for branded Christmas decorations to decorate their camps.

This Castle Coin challenge will also be reflected in Fortnite Creative.

As an additional nod to the integrated campaign, fan favourite kiosk Cledwyn will be wearing the same Christmas jumper from the ad.

Bhavit Chandrani, director of creative & digital partnerships, ITV, said: “It was hugely exciting launching the I’m A Celeb experience in Fortnite Creative with John Lewis and this next stage takes the integration to a whole new level.

“It’s a seminal moment for us at ITV to be working with such incredible partners to launch a synchronised moment across a programme, game and 4D out-of-home all at once and showcases the creativity and scale of opportunity for brands.”