ITV has commissioned Storm Ideas to handle its Twitter and Facebook extensions for Dancing on Ice in January.
The Edinburgh-agency will look to allow users of both social networking services to overlay images depicting their favourite celebrity skaters onto their profile picture, using its viral application Twibbon.
They will also be able to link back to the official website, being created Numiko, where they can view exclusive online video content from the show.
Macleans, the official sponsor of Dancing on Ice, will also customise its online presence using Twibbon.
Bob Thomson, co-founder of Storm Ideas, said “Increasingly we’re seeing a real-time, two screen approach to television programmes. Users want to be interacting with these shows while they watch them, and we’re pleased that Twibbon offers people a unique visual approach to consumer and community engagement. ITV’s recent fortunes aren’t just down to good luck, but a very well conceived marketing plan, one in which social media is playing a more influential part than ever before.”
Ben Ayers, social media and engagement manager for ITV1, said: "We got a great response to the Twibbons for I'm A Celebrity so we're delighted to be working with Storm Ideas again for Dancing on Ice. As usual we expect the show to generate a lot of web chatter and by allowing fans on Twitter and Facebook to show which of the skaters they're supporting in the competition, Twibbons provide a great talking point."