Network 10’s national marketing campaign for I’m A Celebrity… Get Me Out Of Here! helped to drive viewership of the premiere 12% higher than 2024 - its biggest launch since 2022 - and episode two up 16% year-on-year.
Some of the key experiential marketing activities included an I’m A Celebrity I-Screeeeam Van, visiting popular areas in Brisbane, Gold Coast, Sydney and Melbourne, handing out I’m A Celebrity themed ice creams and activity books.
Sponsorship of the Parramatta New Year’s Eve Festival where more than 70,000 attendees enjoyed a themed rock-climbing wall; an outdoor cinema sponsorship in Sydney and Melbourne featuring a themed photo wall, safari-clad staff, face painting and a pop-up jungle popcorn bar with branded popcorn boxes and bug lollies; activations in shopping centres with the chance to pose with a live snake or participate in the I’m A Celebrity Hell Hole Challenge; and a partnership with Australia Zoo, with a promo played prior to each show in the Crocoseum, branded cups across the park and photo opportunities with interactive signs were also utilised.
For the digital and social campaign, a branded effect on TikTok gave users the chance to star in their own I'm A Celebrity… Get Me Out Of Here! opening credits, with influencers and past celebrities joining in. This, along with paid activity on TikTok alone, racked up more than 9 million impressions in the lead up to launch.
An extensive outdoor campaign also aimed to be in as many places as possible, with shopping centres, street signage, trains and tram wraps, buses and even branded rickshaw pedibikes transporting people to the Australian Open.
The Celeb Guess Who? competition also returned, encouraging people to log onto the 10 Play website and guess who was heading to the jungle to win a dream trip for four to South Africa.
Paramount Australia's head of marketing, broadcast and digital, Andreana Walton, said it was challenging to be able to reach people during the busy holiday season and to also capture their attention when everyone is traditionally taking a break.
“Our strategy was to take the fun to our viewers, wherever they were spending their time be that at home, at events, or at holiday hot spots, so the excitement and playfulness of I’m A Celebrity… Get Me Out Of Here! became a positive, engaging and interactive part of their experiences and celebrations," she said.
“My team and I have pushed ourselves to be as creative and impactful as possible and collaborated with our media agency Wavemaker, as well as various activation, partnership and event stakeholders, to find clever ways to cut through and connect with our target audiences.”
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