ITV challenged us to create a next-generation mobile fan experience for I'm a Celebrity Get Me Out of Here - one of the biggest TV shows in the UK. The objectives were to enhance the fan experience, provide digital activation for the sponsor and to generate additional quality advertising inventory. The results were impressive: an app that stayed at the No. 1 App Store spot for almost two weeks and achieved half a billion interactions within it. 

 
 
 

I'm a Celebrity is a British institution, one of ITV's most important shows. As part of ITV's commitment to innovate digital engagement, we delivered a specially-customised version of our Fan Companion mobile product.

The headline sponsor is much-loved British food brand. For the FMCG company, the digital product is the bridge between TV awareness and more immersive mobile engagement, bringing the brand to life in a light-hearted, fun manner. In addition to synchronised ads, sponsored votes and numerous brand integrations, we crafted a hugely popular 8-bit platform game based on the brand's characters. It achieved many millions of game plays, increasing awareness of the brand and the various Aunt Bessies products. 

Integrating with Monterosa's massively scalable LViS interaction platform, ITV's existing Video On-Demand platform, in-house CMS and ad server, the app provides both live play-along during each show, and real-time content between shows. 

 

The Mobile User Experience


Results

#1 App
Apple & Google

400 million
Interactions

 

 

Handling the spikes from massive levels of TV promotion

The App is an integral part of I'm a Celebrity, providing free sponsored voting and exclusive content. As a result of promotion on-air, huge spikes of traffic are directed to the app, handled by the Monterosa LViS interaction platform. 

 
 
 

 

Activating the headline sponsorship with "Dinner Dash" 8-bit Game

Casual mobile gaming is a great way to retain attention of users who downloaded the app initially to vote. We crafted an 8-bit platform game based on the sponsor's characters and products. As a result, millions of users engaged closely with the brand and products. 

 
 
 

 

App Features

 

Fan Companion is available for entertainment and sports, providing a rich feature set for TV and live events. The framework is designed to integrate with existing systems, to provide massive spikes of usage, and for maximum flexibility.
 

Feature Highlights:

  • Live content feed, integrating with existing CMS
  • Live control via Monterosa's LViS platform
  • Ingestion of Twitter and Instagram content
  • Play-along quizzing, polls and predictions
  • Gamification with points and leaderboards, including Facebook & Twitter login
  • Video On-Demand playback
  • Secure Voting
  • Multi-lingual configuration
  • Dynamic App Setup allowing changes without App Store re-submission

Commercial Features:

  • Configurable brand sponsorship integration
  • Synchronised take-over advertising, triggering ads during TV ad breaks or moments in a sports game
  • Ad server integration 
  • Competition entry