Monterosa creates live I’m a Celebrity app

ITV has selected digital fan interaction technology company, Monterosa, to deliver the next generation of its I’m a Celebrity app when it returns for its 16th series in the jungle later this month.

Having introduced the I’m a Celebrity app for the first time last year, ITV has now tasked Monterosa with creating a modernised, versatile product that builds on the growing trend for live content and competitive social gaming.

The new app will showcase a new live content grid with features, stories and a live play-along game to keep fans entertained both during the show and 24/7. It also includes a highly entertaining, all-new, 8-bit play along arcade game in partnership with headline sponsor, Aunt Bessie’s. Aunt Bessie’s and other advertisers will be able to capitalise on ITV’s AdSync formats, injecting special interactivity into the app during ad breaks.

The app is powered by Monterosa’s fan interaction platform LViS and Fan Companion products.  Fan Companion is a live native app framework designed for shows and events providing a real-time personalised experience that delivers value through loyalty, engagement and brand activation for sponsors. 

Athena Witter, ITV’s Head of Entertainment, Comedy & Drama, ITV Digital Studios – Online, said: “We are extremely happy to be working with Monterosa on our new app. We had an overwhelmingly positive response to free voting last year, with in excess of 56 million votes cast, and over a quarter of a billion total app interactions from our highly engaging playalong and content offering. We wanted to go even further, by enhancing what we can offer fans this year through targeted digital engagement and the use of Monterosa’s versatile platform we can continue to maintain our strong audience share and give our fans unprecedented levels of engaging content.”

Tom McDonnell, CEO Monterosa said: “ITV makes some of the world’s most successful interactive TV show apps and we’re thrilled to be providing the latest generation of experiences for fans of I’m a Celebrity. Our LViS platform enables content producers to coordinate large volumes of live interaction, generating loyalty, insights and helping brands like Aunt Bessie’s get the most out of their sponsorship through immersive digital fan experiences.”


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