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John Lewis teams up with ITV for in-game Fortnite launch

Jeremy Lim
25 November 2021

John Lewis has partnered with British broadcaster ITV to launch an I’m a Celebrity… Get Me Out of Here! experience on popular video game, Fortnite.

Coinciding with the latest series of the reality show, the iconic Castle set has been recreated in the online game, allowing players to take on virtual Castle Coin Challenges and camp trials as seen on the series.

Games inspired by John Lewis’ festive campaign also will feature in this virtual world, including an integrated John Lewis & Partners store where players can obtain supplies and power up Christmas lights for their virtual camp. Brokered by media agency MGOMD, the 'The I’m A Celebrity Castle Trials' will be updated weekly throughout the course of the show with new games and content.

Claire Pointon, Customer Director at John Lewis & Partners, said: "We are excited to be collaborating with ITV and Metavision on this innovative and unique campaign. Launching our Christmas story 'Unexpected Guest' into the Fortnite Metaverse will bring to life the advert in a new and original format to our customers. I'm A Celebrity is synonymous with the Christmas period and  this is the perfect partnership as we celebrate the moments that lead up to Christmas, bringing more magic and escapism to the nation.

"Gamification and the Metaverse are growing at pace and as a brand we are constantly searching for activity that will modernise our brand and continue to keep us relevant in everyday moments for our customers. We look forward to continuing this partnership as it develops further into this new and exciting world."

Created by Metavision, a dedicated agency focused on bringing brands into the metaverse, the campaign builds on ITV’s strategy for the Metaverse. The broadcaster launched an in-game version of The Void in Fortnite Creative earlier this year along and partnered with Metaverse platform Avakin Life for a similar initiative with The Voice.

Bhavit Chandrani, Director of Creative & Digital Partnerships, ITV, said: "Bringing our IP into the Metaverse creates huge opportunities for us across our programming and also allows us to take those shows and our clients into another world where younger audiences live. This is a really exciting step to be both launching I’m A Celebrity in Fortnite and to be partnering with John Lewis to extend such an iconic media campaign into this new world."

Rhys Hancock, Co-Founder and MD, Metavision, added: "The Metaverse represents an exciting opportunity for entertainment and commercial brands to connect with the audiences of tomorrow in the spaces where they hang out and play. We’re thrilled to be bringing I’m A Celebrity and John Lewis to Fortnite Creative in a genuine first campaign of its kind over the next three weeks. Working with John Lewis and their media agency MGOMD has enabled our vision for a true 360 content partnership across TV, online and the Metaverse. There’s a lot more to come from this campaign, including some unexpected surprises."

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