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Introduction

'I’m A Celebrity… Get Me Out Of Here!' is one of ITV’s flagship shows, broadcast annually featuring a whole host of famous and not-so-famous celebs.

Each series needs to be bigger and better than the last, including the online content. With Katie Price's ill-advised return in 2009 and the huge public response online, creating a yet more successful online presence in 2010 was a huge challenge.

Brief

Commissioned for the third year running, both ITV.com and Numiko wanted to bring some fresh thinking to the project.

To generate buzz before the show, we were tasked with creating a separate pre-transmission microsite as well as the main website.  This provided ITV.com with an opportunity to engage with avid fans of the show wanting regular news updates and gossip direct from the jungle.

Solution

The pre-reveal website revealed the best of the archive content from previous shows, and allowed visitors to sign up for exclusive news and gossip - with the intention of beating The Sun to the best of the buzz! 

We also created a custom reveal homepage takeover to announce the celebrities, which the editors could control within the Drupal CMS.  This allowed ITV.com to control the exact timing of the reveal and give the celebrities maximum exposure on the website.

Results

The 'I’m A Celebrity…' site got more than 700k Facebook Likes in the first 3 days of the show, with over 1.1 million by the time the show finished transmission!

Awards

Earlier this year, I'm A Celebrity.... 2010 won the Yorkshire Digital & Technology Awards 2011 for Best Business to Consumer Website.