When they’re not challenging cabbies to Brain Training challenges, Ant and Dec are best known these days for putting ‘celebrities’ – and we use the term broadly – through sheer hell.
The annual bugfest that is I’m A Celebrity Get Me Out Of Here! is almost upon us, and to help fans get back into the mood for cringeworthy challenges, Mindscape has brought the exploits of the Australian jungle to Wii and DS.
Players take on the role of contestants trapped in the jungle camps. In order to dodge elimination, win the competition and generally avoid starving to death, they must master 24 mini-games that recreate the notorious Bushtucker trials.
“I’m A Celebrity Get Me Out Of Here! is one of the biggest events in the whole TV year and this year looks like being no exception,” says Mindscape’s Mark Stanger. “The high profile of the series can only be a major benefit to the sales potential of the games.
“The timing of both the Wii and DS games fits perfectly with the scheduling of the TV show and we have a very high profile retail campaign to ensure consumers are fully aware of the game.”
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Mindscape has put together an extensive trade and consumer campaign that includes some high profile online and print activity with selected partners, including The Sun and Heat. The company has also been collaborating with ITV in order to tap into the inevitable boost the new series will provide.
“We have worked extremely closely with ITV in all aspects of bringing the games to market,” says Stanger. “They have been involved at every stage of the development process and as we have moved closer to the release of the games, we have worked with ITV’s commercial people. We will be supporting a range of online and PR initiatives to support the release.”
