ITV Plans Increased Online Activity For I’m A Celebrity

ITV is to boost the online profile of this year’s I’m a Celebrity Get Me Out Of Here, creating interactive applications around the popular reality show.

The broadcaster will pin its interactive activity, including an online game for the first time, around existing broadcast marketing campaign.

Called the ‘Bug Chucker Trial’ the unique game has been created and produced by Tangozebra and is accessible through the I’m a Celebrity board games.

Commenting on the increased online activity, Jeremy Rosenberg, online sales manager at ITV Sales, said: “The website attracts around 1 million unique users over the show period and for this series we wanted to give our audience something special that would keep them coming back, plus drive traffic to the site for our advertisers.

“Tangozebra has come up with a fantastic game which has enabled us to integrate the show’s broadcast marketing characters into an entertaining online experience.”

The jungle-themed website will continue to be sponsored by First Choice holidays, continuing last year’s coverage (see I’m A Celebrity Is First Choice For Holiday Firm), and will feature the latest news and gossip from the jungle, as well as archived video highlights of previous shows, quizzes and a message board forum.

“By identifying the potential for integrating offline characters into an addictive online game, ITV is showing the great results that can be achieved when the boundaries between media channels are merged,” explained Tangozebra’s Jamie Parker. “With the growth of broadband, we are seeing the demand for this more and more in the industry.”

ITV: 020 7843 8000 www.itv.com