I'm a Celebrity

Project type: Applications, Campaigns

For ITV's reality show "I'm a Celebrity, Get Me Out of Here!", we were tasked with creating a social campaign that would engage users with the I'm a Celebrity Facebook, while also allowing users to show online support for their favourite contestant.

While the latter objective was dealt with via a custom Twibbon landing page (with Twibbons for each contestant), the need for engagement on their Facebook page was a great opportunity to introduce FriendSnake.

Our first foray into creating Facebook games, FriendSnake is based on the Nokia classic but comes with its own unique flavour. Instead of eating dots to grow your snake, you must eat small pictures of your friends, with each profile picture being added to the end of your tail. The app also comes complete with features such as overall leaderboards, friends leagues and the ability to publish your score on your wall.

The campaign was a great hit with I'm a Celebrity fans. 5,700 Facebook and Twitter users added a Twibbon to their avatar through the custom Twibbon landing page, while over 10,000 players got addicted to FriendSnake - the average person playing the game 7 times! FriendSnake is so addictive that, even though the campaign is over, there still remains numerous and extensive "testing" sessions in the office...