Coinciding with the hotly anticipated launch of the Sony Pictures Releasing blockbuster, Jumanji: The Next Level, ITV has produced brand new commercial product placement partnership within smash hit show, I’m a Celebrity… Get me Out of Here! The Dingo Dollar Challenge aired on Thursday 5th December 2019 with the aim of driving anticipation and excitement just ahead of the film’s release on Wednesday 11th December 2019.
The challenge, which was conceived and brokered by Manning Gottlieb OMD ,working with the ITV production team, will see the stars of the fantasy adventure film, Dwayne Johnson (The Rock) and Kevin Hart, appear in the challenge via a VT that will be played on an old television in the middle of the jungle. The famous Jumanji drums will sound signalling the beginning of the task where the campmates will have to complete the three themed Jumanji levels to win the game.
Following the film’s narrative, the challenge itself will require the campmates to work together to retrieve the sacred Jumanji red jewel and hold it into the light in order to unlock the Dingo Dollars. After the Dingo Dollar Challenge a 30” trailer will run first in the next ad break to deliver further impact and excitement for the film.
The VT follows a talent and clips right structure, and this is the first-time external celebrities will feature in a commercial partnership in one of ITV’s most successful shows.
I can’t think of two more iconic jungle settings than the I’m A Celebrity camp and Jumanji so this partnership is a perfect way to bring the two together and create a buzz for the new film while creating an iconic Dingo Dollar Challenge for the campmates and the show’s millions of viewers.Claire Heys, Brand Partnership & Content Director, ITV
I’m a Celebrity…Get Me Out of Here and Jumanji: The Next Level form the perfect partnership. The Jumanji brand is a cultural phenomenon so we wanted to create a partnership that would tap into that latent excitement whilst also fuelling interest amongst a new, wider audience. This partnership provides the perfect solution as we have used two of the most famous faces in Hollywood to contextually drive awareness around the launch of the new film.Stephen Cooke, Client Business Director, Manning Gottlieb OMD