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I’m a Celeb returns to Fortnite for Jungle Trials


By Hannah Bowler | Senior Reporter

November 23, 2022 | 4 min read

For a second year running ITV has launched a gaming activation for its reality show I’m a Celebrity... Get Me Out of Here.

Screenshot from I'm A Celebrity metaverse jungle

Players enter the ‘I’m A Celebrity Jungle Trials’ experience through Fortnite

ITV-backed metaverse agency Metavision has created jungle trials in Fortnite to promote the roll-out of ITV’s new streaming service ITVX. Going into a second year with I’m a Celebrity... Get Me Out of Here, ITV said there is now the potential for the show to have a “long-term” presence on Fortnite.

The experience drops tomorrow (November 24) and gives fans of I’m a Celeb the chance to play famous challenges from the show. Players can enter the ‘I’m a Celebrity Jungle Trials’ experience through Fortnite Creative by entering the code 6976-4635-7184 in the ‘Discover’ tab.

Within the game, Metavision has embedded a portal that takes players into a marketing activation for ITVX ahead of its December 8 launch. This is just one element of the ITVX campaign, which is being heralded as ITV’s biggest marketing campaign in decades. Mopping up younger viewers is a core part of ITV’s ambition with its streaming service, which explains its Fortnite execution.

ITV’s head of brand marketing Brendan Dinen said: “As part of the campaign to launch ITVX, we wanted to bring to life the UK’s freshest streaming service in new, innovative and unexpected ways. This is all with a view to attract and engage consumers who may have had only occasional or limited interaction with ITV and streaming in the past.”

It follows ITV’s 2021 I’m a Celeb metaverse campaign, which placed the show’s lockdown castle in Fortnite but also linked with John Lewis to create a brand experience for its 2021 Christmas campaign. At the time Metavision co-founder Luke Price admitted it was a “pretty wild crossover.”

Since the show is no longer filmed in Covid conditions, fans can now play in a recreation of the I’m a Celebrity... jungle camp, which enables friends to play trials together including The Cyclone Challenge and the River Rapids Swim Race.

This latest experience builds on other work ITV-backed Metavision has been launching in the metaverse recently including The Voice and Thunderbirds.

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