For the first time, a metaverse extension of a mass-audience broadcast show returned for a second season. In 2022, I’m a Celebrity was back in Fortnite Creative and this time it was in the Outback Jungle. Players had the opportunity to take on challenges they know and love, from the Cyclone Challenge to the River Rapids Swim Race. To also mark the launch of ITVX, we surprised and delighted players with new and surprising ITVX themed worlds, adding an unexpected and exciting twist to the jungle we all know and love.
First, make the I’m A Celebrity map a persistent space in Fortnite Creative. Second, introduce the UK’s freshest streaming service to players in an engaging way.
Working closely with Fortnite build team 3D Lab and the producers of the show, we brought the famous jungle to life in the metaverse. We introduced various known and loved challenges to the map in the form of mini-games, as well as key elements from the show including Kiosk Kev and the Camp RV, allowing players to experience being a campmate like never before.
Within the jungle we introduced the ITV X portal where players could step into four unique and unexpected worlds, taking the familiarity of I’m A Celebrity and juxtaposing it with the unfamiliarity and freshness of ITVX. Players were dropped into a Hollywood film set, where they had to navigate stunt sets and red carpets. They were then dropped into Fortnite's first playable comedy club: The Punchline. Where players could only proceed if they selected the right punchline to a set of five jokes. Next, was a scandi crime scene, where players would come across clues as they slipped across a frozen lake. Finally, players were dropped onto a pristine beach, where they bounced across parasols and inflatables to the portal that would return them to the jungle. Within each world, the objective was to complete the task at hand and collect enough coins to bring back to camp to unlock rewards within the Camp RV.
To amplify the Fortnite experience and generate brand awareness of the new ITVX streaming service, we worked closely with UK Fortnite creator Ali-A to create informative and engaging content. We also promoted the experience directly with the Fortnite community, promoting the map code on community forums where players can instantly favourite the experience to their personal Fortnite page. Lastly, we worked closely with the ITV team to surprise and delight I’m A Celebrity family viewers, showcasing the Fortnite Creative trailer as an end credit squeeze on the Finale weekend.