Mattel, ITV and Carat celebrated a media first, a product placement in the ITV reality show.
Scrabble was integrated into the ITV programme, which averages more than nine million viewers per episode, in a feature called The Dingo Dollar challenge: Scrabbling Around.
On Thursday 19th November, the partnership saw celebrities go head-to-head in a jungle version of Scrabble. Participants had to gather letters in the jungle swamp within an allotted time and then try to create the highest scoring Scrabble word.
The partnership, created in association with Mattel and Carat, was amplified via second screen takeovers accompanying the episode. This included a takeover of the I’m a Celebrity, Get Me Out of Here website, app and Facebook page, which received a total of 331 likes and 103 comments.
Neil Bonley, account sales manager at ITV Commercial, said: “This was a really innovative use of product placement which brought two iconic family brands together in a fun and engaging way.”