What can marketers learn from ‘I’m a Celebrity, Get Me Out Of Here?’

When else would you see the likes of a former Health Secretary being covered in sludge, a 90s pop icon feasting on fermented tofu and a Royal battling creepy crawlies? None other than the iconic reality series I’m a Celebrity Get Me Out Of Here. Hosted by the nation’s favourite Geordie duo the addictive reality show has returned to our screens for its 22nd series. 

Not only does throwing a load of celebrities into the Australian outback provide the basis of great office chit chat but for marketers, if looking closely enough, it provides the opportunity to learn a great deal!

Teamwork

While for the majority of viewers both the bushtucker trials and dingo dollar challenges entertain us as we watch celebrities undergo torture from the comfort of our sofas, they are a key example of the importance of teamwork. Ignoring iconic ‘strawberry-gate’ back in 2017, the trials demonstrate the importance of a team collaborating to achieve a common goal, which is the key to a successful marketing campaign.

Personal branding

In case the small fortune the competitors receive is not enough to drive the celebrities to leave the glitz and the glam for three weeks, many have the ulterior motive of building their personal brand. Many previous contestants are prime examples of individuals who have influenced public perception of themselves to transform their careers. Learning from the likes of Scarlett Moffatt or Joel Dommett, marketers can understand the importance of the person behind the brand.

Importance of digital

From choosing Camp Leaders to bushtucker trial participants the public love the power they hold to dictate the celebrities fate (of course we have all seen a recurring theme since the start of the show). When it comes to casting your all important vote, viewers are signposted to the I’m a Celebrity app, being lured in with the option of redeeming five free votes. Access to exclusive content attracts viewers to download the app, while for ITV marketeers revenue is at the forefront. The app has an official sponsor, in-app purchases and in-app sponsored adverts, all of which demonstrates the clear successful strategy of delivering content at the same time as driving revenue. 

Show don’t tell

For weeks prior to the show’s return, rumours and speculations about who is entering the jungle consumed social media. As ITV adverts and teasers infiltrated social media before the show even started, it is no surprise that #imaceleb was trending on twitter in no time at all. Giving viewers something to speculate increases publicity for the show and guarantees audiences tuning in. Creating anticipation in this way, if done right, provides marketeers a great way of piquing the interest of both loyal and potential customers. 

There’s more to life than rice and beans

Rice and beans – the staple meal that campers feast on for breakfast, lunch and dinner. As you can imagine, such repetition very quickly bores campmates and unsurprisingly spirits are lifted when the floating bag provides exotic ingredients. This thinking can be adopted when making strategic marketing content decisions; audiences are not likely to stay engaged in repeated bland content. Ensure that content being produced is constantly changing and giving your audience something to be excited about. 

 

While insect-eating trials and jungle tribulations are a far stretch from your workplace, there are certainly aspects of the TV show that can be implemented on your current teams and projects. Who would have thought reality TV could teach you so much… Soon we’ll be finding Made in Chelsea could equally provide us with pearls of wisdom!

Interested in finding out more top tips to transform your own marketing strategy? Get in touch with our creative experts who will be happy to discuss your new and existing projects, and of course the latest drama from down under!