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 TV Show App experience.
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.
Integrating with Monterosa's massively scalable Interaction Cloud, 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 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 Monterosa / Interaction Cloud™.
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