RTL and cookie company Bahlsen release a branded virtual reality game

Branded VR game for "I'm A Celebrity… Get Me Out Of Here!" / RTL interactive GmbH, Bahlsen GmbH & CO. KG

On January 13th, reality game show "Ich bin ein Star - Holt mich hier raus!" (the German adaptation of "I'm A Celebrity… Get Me Out Of Here!") returned to RTL for its 11th season. For the sixth consecutive year, cookie company Bahlsen and its brand PiCK UP! are also on board as the show's main brand partner. For the latest season, the brand integration extends to a new virtual reality (VR) game that launched on January 10th for iOS and Android. In the 'Dschungel VR-Game', users can take the 'PiCK UP! Dschungelprüfung' (PiCK UP! Bush tucker trial). In addition, the brand launched a show-themed sweepstakes.

The game can be played in either gyro mode or VR mode, depending on whether users have a VR viewer at hand. Users find themselves in the middle of camp. By fixing their gaze on the PiCK UP! bar next to the fire place, they launch the actual game. The game principle is simple: users have to look around and find as many PiCK UP! bars as possible before the time runs out. To pick up a bar, they have to fix their gaze on it. At several points in the game, players are interrupted by spiders attacking them and blocking their view. They get rid of them with a nod (when playing with a VR viewer) or by shaking their smartphone.

After the time is up, users see how many PiCK UP! bars they have collected and are informed about the current high score. From the app, users can then visit the PiCK UP! website, where they can enter a sweepstakes for the chance to win Samsung Galaxy smartphones and Samsung Gear VR headsets or gym bags filled with PiCK UP!. To enter the sweepstakes, users have to take a picture of themselves and a "wild animal" and share it on Instagram or the PiCK UP! Facebook page with the hashtag #DschungelBestie.

Henner Herwig Jürgens is the Managing Director and Cofounder of VAST MEDIA, a media research and consulting company based in Berlin that provides international television industry leaders with qualitative competitive market analysis of digital entertainment and content marketing.

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