Social Media Future of TV Future of TV

ITV’s Love Island strikes Reddit sponsorship deal

Author

By Hannah Bowler | Journalist

May 16, 2022 | 3 min read

ITV’s Love Island team is to interact with its Reddit fan community page in a unique sponsorship deal with ITV.

For the upcoming eighth series of the hit dating show, Reddit and ITV have capitalized on the 74,000-strong Love Island community by making Reddit an official fan partner.

ITV strikes Reddit Love Island deal

The u/LoveIsland Reddit profile will run behind-the-scenes clips and exclusive content

The u/LoveIsland Reddit profile will run behind-the-scenes clips and exclusive content, and host a platform for fans to chat about the show.

Run by ITV’s Love Island team, fans can put ‘Ask Me Anything’ questions to producers and crew; families of the contestants will be featured in Upvote/Downvote, a quickfire video series answering questions from the community; and throughout the show, fans will get the chance to ask new ‘bombshell’ contestants questions as they wait to enter the villa.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Reddit users will also get the opportunity to contribute to Love Island’s daily podcast The Morning After and weekly show Love Island: Aftersun.

“Over the last year, we’ve seen the appetite for Love Island grow on Reddit,” said Reddit’s UK market director Laurelle Potter. Potter referenced a 140% increase in engagement and over 52% subscriber growth in the r/LoveIslandTV community.

ITV’s digital and creative partnerships director Bhavit Chandrani called the partnership a “natural fit.” “Reddit has become a big part of the viewing experience where we see a lot of viewers discuss their favorite shows,” Chandrani said.

In 2021 ITV racked up £73m for Love Island mostly down to its lucrative sponsorships. ITV hasn’t confirmed the show’s launch date, but it’s expected to return on June 6.

Social Media Future of TV Future of TV

More from Social Media

View all

Trending

Industry insights

View all
Add your own content +