Channel 4 has partnered with online fashion retailer boohoo for the first sponsorship of a Channel 4 commissioned game, for Made in Chelsea.
The game, which is available iOS and Android devices ahead of the new series of the show beginning tonight, will see boohoo branding throughout, following a deal by Channel 4 Sales’ Amy Jenkins and Laura Flynn with TRT Direct’s David Swannell.
David Amodio, digital and creative lead said: “We’re thrilled to be offering a new creative marketing solution to advertising partners by opening up sponsorship opportunities around Channel 4’s successful games portfolio. boohoo is a great fit for Made in Chelsea’s free iTunes chart topping game which will enable them to tap into the show’s fashion focussed fans as well as Channel 4’s key demographic of 16-34 year olds so active in the world of gaming.”
The latest version features 3D versions of fifteen of the show’s cast including brand new characters.
Sophie Lockard, senior digital marketing manager said: “boohoo is excited to be sponsoring the latest instalment of The Made in Chelsea game. As a pure-play fashion retailer we are always looking for new ways to reach our target consumer and this opportunity has given us a new portal to explore”
Designed by PaperSeven, this is the second version of the game.