// John Lewis teams up with ITV to create an immersive digital experience on multiplayer game Fortnite.
// This means that gamers can visit a John Lewis-branded store within the Fortnite game
John Lewis is set to be a featured partner in ITV’s I’m a Celebrity… Get Me Out of Here! ‘castle trials’ experience on Fortnite.
The online game, launched by the broadcaster to coincide with the latest series of the reality show, will allow Fortnite members to partake in virtual challenges and camp trials similar to those seen on the show.
Games inspired by John Lewis’ festive campaign will feature in this virtual world, including a branded store in the game where players can stock up on supplies for the games and they will also be able to purchase Christmas lights from the virtual outlet to brighten up the camp.
READ MORE: John Lewis launches £1m sustainable innovation fund to tackle ‘throwaway’ culture
The campaign was created by Metavision, a dedicated agency focused on bringing brands into the metaverse.
John Lewis customer director Claire Pointon said: “Gamification and the metaverse are growing at pace and as a brand, we are constantly searching for activity that will modernise our brand and continue to keep us relevant in everyday moments for our customers.
“We look forward to continuing this partnership as it develops further into this new and exciting world.”
ITV director of creative and digital partnerships Bhavit Chandrani said: “Bringing our IP into the metaverse creates huge opportunities for us across our programming and also allows us to take those shows and our clients into another world where younger audiences live.”
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