ITV’s I’m A Celebrity uses Fortnite Creative to promote ITVX launch

ITV subsidiary Metavision has launched an I’m A Celebrity…Get Me Out Of Here!  jungle trials experience in Fortnite Creative to coincide with the current series of the broadcaster’s flagship show. The metaverse-style initiative is also designed to promote ITV’s new ad-supported streaming platform ITVX to younger audiences.

The bespoke experience created by Metavision and 3D Lab allows players to take challenges they know from the show. They will also discover a portal marking the launch of the new ITVX streaming, where players can explore ITVX-themed worlds. Outside of the Fortnite Creative map, Metavision is working with UK Fortnite creator Ali-A to create social media content to help engage with its target audience.

ITV is continuing to innovate in the Metaverse space after its 2021 I’m A Celebrity… campaign, as well as recent partnerships around The Voice and Thunderbirds. It says this year’s I’m A Celebrity experience “offers the potential to be a long term platform for the IP on Fortnite Creative to build connections with younger audiences.”

Brendan Dinen, ITV head of brand marketing, said: “As part of the campaign to launch ITVX, we wanted to bring to life the UK’s freshest streaming service in new, innovative and unexpected ways. This is all with a view to attract and engage consumers that may have had only an occasional or limited interaction with ITV and streaming in the past. Our collaboration with the amazing Metavision (will) help showcase ITVX as the UK’s freshest streaming service with hard to reach consumers.”