The Drum Awards Festival - Extended Deadline

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By Hannah Bowler, Senior reporter

December 8, 2021 | 2 min read

John Lewis has expanded its metaverse partnership with ITV to launch the first synchronized activation running across Fortnite, ITV’s linear and digital channels and out-of-home (OOH).

Building on the integration of John Lewis’s 2021 Christmas campaign into a Fortnite experience of ITV’s I’m A Celebrity... Get Me Out of Here!, the retailer and broadcaster have reunited for a cross-media campaign.

Media agency Manning Gottlieb OMD (MG OMD), which brokered the initial partnership, is behind the planning of the latest campaign.

The activation sees the spaceship from John Lewis’s ‘Unexpected Guest’ ad land in Fortnite’s virtual version of the I’m A Celeb castle, allowing players to explore the ship and play I’m A Celeb-themed games.

Simultaneously, Oxford Street shoppers will be able to watch the landing from a 4D Ultra HD screen hosted by London’s immersive media development Outernet London. Epic Games’ Unreal Engine has powered the activation.

Meanwhile, during last night’s episode of I’m A Celeb campmates were challenged to win John Lewis Christmas decorations to dress up the castle in competitions based on the core themes of John Lewis’s 2021 Christmas ad.

John Lewis’s customer director Claire Pointon called the integration a “real game changer in how we can tell our story to our customers and reach a new audience,” while ITV’s director of creative and digital partnerships Bhavit Chandrani said it “showcases the creativity and scale of opportunity for the brands.”

3D Lab and ITV-owned Metavision created the experience. Metavision co-founder Luke Price recently told The Drum the metaverse partnership can “serve the holy trinity,” being able to “market a show, help us reach new audiences and open up commercial opportunities.”

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