Home / Marketing / Scrabble heads Down Under for I’m a Celebrity appearance
The product placement deal saw two celebrity teams playing a super-sized jungle version of the game.

Scrabble heads Down Under for I’m a Celebrity appearance

Mattel, ITV and Carat set up a UK media first which saw Scrabble integrated into new challenge on reality TV show, I’m A Celebrity… Get Me Out of Here!

The product placement deal saw two celebrity teams playing a super-sized jungle version of Scrabble where they had to gather letters from a swamp within an allotted time and try to create the highest scoring Scrabble words to win treats.

The Scrabble partnership was further activated off air within the I’m a Celebrity… Get Me Out of Here! app, website and Facebook page achieving 331 likes and 103 comments.

“This was a really innovative use of product placement which brought two iconic family brands together in a fun and engaging way," said Neil Bonley, account sales manager, ITV Commercial.

Check Also

Costume giants Rubie’s opens digital doors of Nuremberg virtual showroom and tours

Giants of the costumes and dress up market, Rubie’s isn’t letting the postponed calendar of …