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Lime and C4 partner with Extra Chewing Gum for Celebs Go Virtual Dating


Lime Pictures is producing a spin-off of E4’s Celebs Go Dating, in partnership with Extra Chewing Gum.

Celebs Go Virtual Dating will follow a number of famous faces as they navigate dating during lockdown.

The deal with the chewing gum brand was brokered by 4Sales, Lime Pictures and MediaCom, and will see bespoke sponsorship idents, in-show product placement and branded social content featuring onscreen talent on E4 and Extra’s social media channels. This will be made by Channel 4’s new 4 Studio operation in Leeds.

Extra Chewing Gum are also planning in store activity and competitions in order to coincide with their ‘Find Your Other Half’ personalised and sharable packs.

“Celebs Go Dating has proved to be an incredibly successful format for E4, and we’re looking forward to reflecting the growth of online dating during lockdown on screen together with E4, 4Studio and Extra Chewing Gum this Summer via ‘Celebs Go Virtual Dating’,” said Sinead Dean, Senior Brand Development Manager at Lime Pictures.

“Together, we’ve created a truly multi-faceted and exciting branded entertainment partnership with Lime Pictures being uniquely placed to deliver activation beyond the screen to its brand partners.”

It comes just a day after Channel 4 released new research showing that Branded Entertainment was more effective than traditional advertising.

“This show is a prime example of a connected, cross-platform advertiser-funded programme with Channel 4’s editorial values at its core. We are delighted to be working with Extra for the first time – a partner who understands the power of Branded Entertainment and its activation beyond the screen,” added Sophie Lloyd, Branded Entertainment & Creative Leader at Channel 4.

Celebs Go Dating was E4’s most popular non-scripted show with 16-34 year olds in 2018 and 2019. The eighth outing ranked as the channel’s highest rated non-scripted programme this year so far.

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