John Lewis’s ‘unexpected guest’ spaceship lands in the I’m a Celebrity Camp, in Fortnite Creative and in 4D on Tottenham Court Road
Following the launch of a bespoke I’m A Celebrity...Get Me Out Of Here! experience in Fortnite Creative, ITV and John Lewis & Partners have unveiled further details of the integrated commercial partnership, planned by MG OMD, bringing the retailer’s Christmas story ‘Unexpected Guest’ dramatically to life via a synchronised cross-media event taking place in Fortnite Creative, Outernet London’s Ultra HD screen and in the programme itself.
In a world first, working with Outernet London, a new immersive media, entertainment and culture district, an immersive 4D creative experience–powered by Epic Games’ Unreal Engine will launch tonight and play out across the week on Outernet’s brand-new Ultra HD screen situated at the intersection of Charing Cross Road, Tottenham Court Road and Oxford Street. The 4D experience will show shoppers the John Lewis spaceship landing into the Fortnite Creative I'm A Celebrity Castle Trials experience, created by Metavision (as part of the ITV Group) and 3D Lab.
During the December 7th episode on ITV and ITV Hub, I'm A Celebrity...Get Me Out Of Here! featured a bespoke Castle Coin Challenge designed by the programme’s challenge team and based on the core themes of the John Lewis Christmas story ‘Unexpected Guest’ which will see the starship land in the grounds of Gwrych Castle. The Product Placement partnership featured John Lewis & Partners Christmas decorations as a prize for the campmates to decorate the camp and bring some festive cheer, with even Kiosk Cledwyn sporting the Christmas jumper from the ad!
In Fortnite Creative, the starship also landed into the I’m A Celebrity Castle Trials experience with the in-show Castle Coin Challenge mirrored in the game, allowing players to fix the ship in-game on the grounds of the virtual castle.
When Metavision first imagined bringing two British cultural icons into Fortnite Creative, thoughts immediately turned to how we tie these worlds together in one unifying event. To have the John Lewis ship land in the deep space screen of Outernet London using Epic Games’ Unreal Engine; appear in the virtual castle inside Fortnite Creative and the ITV programme has made this an unmissable lean-in moment. We want to thank The Epic Games Innovation Lab, London and Outernet for being great collaborators; their passion and expertise have made this moment a reality.Luke Price, Co-Founder and Creative Director, Metavision