HomeI’m A Celeb Goes Viral: How ITV’s Jungle Trials Campaign Took Over Fortnite

I’m A Celeb Goes Viral: How ITV’s Jungle Trials Campaign Took Over Fortnite

The “I’m A Celebrity” Jungle Trials campaign of ITV sets a new standard for cross collaboration and brand integration in the Metaverse.

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Updated: April 10, 2023
ITV Jungle challenge

ITV’s “I’m A Celebrity” jungle trials campaign took an unexpected turn and went viral.

Instead of being just another season of the reality TV show, it became a gaming phenomenon, with a series of jungle trials released on the popular game Fortnite.

The campaign took the show’s brand to a new level, engaging a younger audience and reaching millions worldwide. 

Launching the “I’m a Celebrity Jungle Trials” experience will allow show fans to relive some of its most famous challenges through Fortnite.

Players can access this exciting new feature by logging into Fortnite.


The Campaign–to Raise Awareness of the New Season of “I’m a Celebrity,” Increase Engagement and Attract a Younger Audience

The campaign was a collaboration between ITV and Fortnite’s creator, Epic Games.

Together, they created a series of jungle-themed challenges called “Jungle Trials,” released on Fortnite’s creative mode.

Players could participate in challenges like “Treetop Tower” and “Swamp Escape,” earning points and rewards.

ITV is exploring establishing a long-term presence for the show in the Fortnite Metaverse.

As players immerse themselves in the exciting world of “Jungle Trials” in Fortnite, they will discover a portal that leads them to the launch of the new ITVX free streaming service.

This portal provides players access to new and unexpected worlds they can explore to their heart’s content.

In the “Jungle Trials” experience, players can team up with their friends to tackle the famous challenges of “I’m A Celebrity,” including The Cyclone Challenge and the River Rapids Swim Race.

The map has been carefully crafted to recreate the jungle camp, allowing players to experience what it’s like to be a campmate like never before.

This year’s “Jungle Trials” experience is even more exciting than before.

In celebrating the launch of the new ITVX free streaming service, players will encounter an innovative branded experience that takes them to new and surprising ITVX-themed worlds.

This unexpected twist adds a new dimension to the “Jungle Trials” experience, making it even more thrilling and immersive.

The campaign aimed to reach a younger, gaming-savvy audience and engage them with the “I’m A Celebrity” brand.

ITV Jungle challenge

How Does This Differ From Other Campaigns in the Metaverse?

The “I’m A Celebrity” Jungle Trials campaign was different from previous campaigns in several ways:

  • It leveraged a new and unexpected platform, Fortnite, to reach a new audience
  • It was a collaborative effort with another brand, Epic Games, which brought a fresh perspective and new ideas
  • It was highly interactive and engaging, giving fans a chance to participate in challenges and earn rewards
  • It generated a lot of user-generated content, which amplified the campaign’s reach and impact
  • It successfully attracted a younger, gaming-focused audience to the show, which had been a challenge in previous years

How Did the Campaign Perform?

The campaign was a resounding success, exceeding engagement, reach, and impact expectations. 

Using marketing analysis, here are the campaign results:

  • The campaign leveraged the popularity of Fortnite to reach a new audience.
  • The challenges were engaging and fun, tapping into gamers’ love of competition and exploration.
  • The campaign generated a lot of user-generated content and social media buzz.
  • The campaign clearly and objectively impacted the show’s ratings and audience demographics.
ITV Jungle challenge

What Could ITV Studio Learn From Other Campaigns in the Metaverse?

The “I’m A Celebrity” Jungle Trials campaign was a huge success for ITV, demonstrating the power of collaboration, innovation, and engagement.

By leveraging the popularity and appeal of both brands, the campaign successfully attracted a broader audience to both ITV and Fortnite, which is likely to have long-term benefits for both companies.

The campaign also set a new standard for cross-platform collaborations and brand integrations, opening up new opportunities for future partnerships between companies in different industries.

It is not the first foray of ITV into Metaverse, as it already has a campaign previously.

It’s a recreation version of “I’m A Celebrity… Get Me Out of Here!” designed to promote John Lewis’s Christmas advertising campaign in Fortnite.

However, ITV could learn more from Ferrari, Wendy, or Balenciaga. These brands have partnered with Fortnite and successfully created an immersive game experience for their customers.

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