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ITV reopens I’m a Celebrity interactive experience (on Fortnite)


ITV may have unexpectedly closed down its popular MediaCityUK I’m a Celebrity Get Me Out of Here attraction at short notice earlier this month, but fans can still get their fix of interactive bushtucker trials, as long as they download Fortnite Creative.

Metavision and 3D Lab will launch a new I’m a Celebrity jungle trial in the sandbox game on Thursday, November 24 which will allow players to take on all the jungle challenges they know and love.

The I’m A Celebrity jungle has been fully recreated so that players can jump in with their friends to play jungle trials including The Cyclone Challenge and the River Rapids Swim Race inspired by the show.

As an unexpected, and unrequested, twist, this year when players enter the experience they will encounter an “innovative branded experience” where they can step into new and surprising ITVX-themed worlds plugging the launch of the broadcaster’s upcoming new streamer.

The collaborative campaign was devised by ITV-backed Metaverse studio and agency Metavision, allowing ITVX to reach younger native audiences by building relevant content across Fortnite Creative.

ITV is continuing to innovate in the Metaverse space after its I’m A Celebrity campaign last year, as well as recent partnerships to bring The Voice and Thunderbirds into the Metaverse. This year’s I’m A Celebrity experience offers the potential to be a long-term platform for the IP on Fortnite Creative in order to build connections with younger audiences in the spaces they like to hang out and play.

Outside of the Fortnite Creative map, Metavision is working with UK Fortnite creator Ali-A to create social media content to help engage with its target audience.

Players can enter the ‘I’m A Celebrity Jungle Trials’ experience through Fortnite Creative by entering the code 6976-4635-7184 in the “Discover” tab.

Luke Price, Co-Founder and Creative Director at Metavision, said: “It’s really exciting to bring I’m A Celebrity… back to Fortnite and to introduce younger audiences to ITVX in a fun and innovative way. We can’t wait for players to jump into the jungle for themselves!”

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