itv. a promotional service for ITV's reality show, I'm A Celebrity Get Me Out Of Here, allowed viewers to hear the shocks, see the tears and experience the tantrums.

ITV was looking for an interactive mechanism to support and promote its hit reality show, I'm a Celebrity, Get me Out of Here. Crucially, the solution had to reflect the tone and humour of the show to keep fans entertained, engaged and watching.

We developed Bruce, an 'Aussie avatar' and interactive desktop buddy to provide fans of the show with instant updates on the celebrities' activities. This opt–in service, launched with the show, enabled fans to be the first to hear the celebrity news and gossip and participate in the text-to-win competitions which ran throughout the series.

A cross platform service, Bruce extended the interactive opportunities of the show and opened up new marketing channels. Content was managed and delivered by the I'm A Celebrity production team via a simple web interface, which enabled information to be published instantly.

Melissa Goodwin, Head of Mobile for ITV, said:

"Bruce from Yomego was the best way for viewers to keep up with all the banter from the bush anytime and anywhere. We were delighted to launch this brand new cross platform service that brought fans of the hit show even closer to the action. ITV Consumer's mobile, online and red button services offer the viewer exclusive and extended interactive entertainment."

Web site

http://www.itv.com/celebrity

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