HomeITV and John Lewis Collaborate to Create a Groundbreaking Gaming Experience

ITV and John Lewis Collaborate to Create a Groundbreaking Gaming Experience

ITV and John Lewis campaign demonstrated how popular TV series can be brought into the Metaverse.

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Updated: March 14, 2023
John Lewis shop in Fortnite

With the rise of gaming and the Metaverse, brands are exploring new frontiers in marketing, and ITV and John Lewis have done just that with their groundbreaking gaming experience. 

ITV has brought the excitement of I’m A Celebrity “Castle trials” to the popular battle-royale game, Fortnite.

The game features a recreated version of the I’m A Celebrity… Get Me Out Of Here! Castle is set within Fortnite Creative, a mode that lets players create and share their experiences with others.

Gamers can participate in their version of castle coin challenges and camp trials on their gaming console or PC while watching TV’s latest season of I’m a Celebrity.

The Campaign–Raise Brand Awareness Among Younger Audiences Gamers

ITV and John Lewis collaborated to launch a gaming experience that allowed users to enter the virtual world of the popular television show I’m a Celebrity…Get Me Out of Here! 

The gaming experience was designed to promote John Lewis’s Christmas advertising campaign, and it took place in the popular game Fortnite. 

The virtual jungle hosts an experience where players can participate in various challenges. Which are related to the show’s famous bush tucker trials.

The challenges included collecting stars, jumping over obstacles, and avoiding danger while immersed in the I’m a Celebrity, Get Me Out of Here! world.

The primary purpose of the campaign was to promote John Lewis’s Christmas advertising campaign and raise awareness of the brand among younger audiences who are avid gamers. 

The campaign also aimed to tap into the growing trend of Metaverse marketing. Also to provide a unique and interactive experience that would leave a lasting impression on the audience.

The partnership also to creates exciting and festive games within the game’s map every week. Additionally, players can visit a branded shop to get supplies as part of the brand’s collaboration.

Across ITV-owned channels, the partnership was promoted, and more integrations will be announced during the series.

The team will also update the experience weekly to keep the excitement going. To enter the adventure, players must enter the code “6991-4289-2871” in the “Discover” tab within Fortnite Creative.

According to Claire Pointon, the customer director at John Lewis & Partners, launching their Christmas story “Unexpected Guest” within the Fortnite Metaverse will offer a new and unique way for their customers to experience the advert.

Building in Fortnite

How Does This Differ From Other Campaigns in the Metaverse?

This campaign is unique for ITV and John Lewis. As it marks the first time either company has launched a gaming experience in the Metaverse. 

While John Lewis has experimented with virtual reality experiences, this is the first time it has partnered with a media company to launch a gaming experience.

For ITV, this is a departure from its traditional marketing efforts, which typically involve traditional advertising, sponsorships, and experiential events.

The campaign also differs from other campaigns because of its focus on younger audiences. Which is increasingly challenging to reach through traditional marketing methods. 

By partnering with a popular gaming platform like Fortnite and creating a fun and interactive experience, ITV and John Lewis were able to capture the attention of this audience.

Which would not have been possible through traditional marketing channels.

Check out Mediatel introducing I Am Celebrity in Fortnite

How Did the Campaign Perform?

The collaboration campaign was a huge success, with thousands of players joining the virtual jungle in Fortnite.

The media and gaming community praised the gaming experience for its immersive gameplay, which garnered much attention.

According to marketing, here is a concise but comprehensive bullet point analysis of the campaign:

  • The virtual jungle attracted unique players, which significantly exceeded the initial target of the campaign.
  • The campaign generated many social media views. It also received extensive media coverage from reputable publications like Adnews, Cryptoflies Marketing dive, and Draperonline.
  • The campaign utilized a unique and innovative approach to marketing, tapping into the growing trend of metaverse marketing and gaming.
  • The campaign was designed to promote John Lewis’s Christmas advertising campaign and raise brand awareness among younger audiences.
  • The campaign showcases the potential of Metaverse marketing. Also, the ability to provide a unique and immersive experience for the audience.

“The I’m a Celebrity…Get Me Out of Here! the virtual jungle was a massive hit with Fortnite players. It has set a new standard for immersive gaming experiences. The collaboration with John Lewis and ITV has been successful, and we look forward to more projects like this in the future.” – Fortnite spokesperson.

What Could ITV and John Lewis Learn From Other Campaigns in the Metaverse?

The “I’m A Celebrity…Get Me Out Of Here!” campaign is an excellent example of how brands can leverage new and innovative marketing methods to engage with younger audiences and drive sales. 

By partnering with a gaming platform and creating a fun and interactive experience, ITV and John Lewis were able to create a buzz around their products and connect with a new audience. 

However, ITV and Johh Lewis could learn more from other campaigns in the Metaverse, such as Ferrari.

It also partnered with Fortnite to let users have their own Ferrari and drive them even virtually while enjoying the game. Giving users an immersive and unique experience will always attract more.

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