ITV appoints Monterosa to create live I’m a Celebrity fan app for new 2016 series
We're very pleased to announce that Monterosa has been selected by ITV to deliver the next generation of the I'm a Celebrity app when it returns for its 16th series in the jungle, this week.
Having introduced the I'm a Celebrity app for the first time last year, ITV has now tasked us with creating a modernised, versatile product that builds on the growing trend for live content and competitive social gaming as a way of enhancing fan interaction and promoting brand awareness for I'm a Celebrity and headline sponsor, Aunt Bessie’s.
The new app will showcase a new live content grid with features, stories, play-along and a highly entertaining, all-new, arcade game in partnership with Aunt Bessie’s. Aunt Bessie’s and other advertisers will be able to capitalise on ITV’s AdSync formats, with special interactivity taking over the app during ad breaks. The app is designed to keep fans entertained both during the show and 24/7, as the show’s producers will be pushing live content to the app as it happens.
The app is powered by our fan interaction platform LViS and our new "Fan Companion" app product. Fan Companion is a live native app framework designed for shows and events providing a real-time personalised experience that delivers value through loyalty, engagement and brand activation for sponsors.
Lorraine Rothwell, Marketing Director at Aunt Bessie’s, said: “It was important to us to build on our phenomenally successful first year of sponsorship of I’m A Celebrity…Get Me Out of Here! to make year two even bigger and better, and given how successful the app was upon launch, we just had to be part of it. It’s a great way for us to showcase more exciting content from the Aunt Bessie’s brand and really engage with our audience.”
Athena Witter, ITV’s Head of Entertainment, Comedy & Drama, ITV Digital Studios - Online, said: “We are extremely happy to be working with Monterosa on our new app. We had an overwhelmingly positive response to free voting last year, with in excess of 56 million votes cast, and over a quarter of a billion total app interactions from our highly engaging playalong and content offering. We wanted to go even further, by enhancing what we can offer fans this year through targeted digital engagement and the use of Monterosa’s versatile platform we can continue to maintain our strong audience share and give our fans unprecedented levels of engaging content”.
Tom McDonnell, CEO Monterosa, said: “ITV makes some of the world’s most successful interactive TV show apps and we’re thrilled to be providing the latest generation of experiences for fans of I’m a Celebrity. Our LViS platform enables content producers to coordinate large volumes of live interaction, generating loyalty, insights and helping brands like Aunt Bessie’s get the most out of their sponsorship through immersive digital fan experiences.”
The new 2016 I’m a Celebrity fan app will be available to download on Wednesday 9th November.
The exciting new I'm a Celebrity series starts Sunday 13th November at 9pm on ITV