I’ve got an integrated marketing campaign!
ITV’s hugely popular reality show Love Island has come to an end, and while many of the competitions, conversations and challenges in the programme should be avoided by corporates, the show does a fantastic job integrating its marketing across channels, such that the awareness of the programme goes way beyond those who watch the shows themselves.
Aside from the main TV programme, ITV hosts a podcast, an ‘after show’ and a summary programme once weekly. There is an app for voting and behind-the-scenes content, and a game where fans can live their own virtual Love Island experience. Merchandise flies off the shelves, and the show is covered daily in national newspapers.
What can brands learn from ITV’s approach?
1. Employee advocacy! We’ve said it before and we’ll say it again but your brand’s best ambassadors are its people. While the actual Love Island contestants don’t have access to social media (or any outside contact) during their time in the villa, they each appoint friends and family who manage their social channels. These accounts interact with fans, encourage the audience to vote, and share insights on participants.
2. Identify a use for each channel. There are a million and one ways to interact with Love Island, but each channel serves a purpose. There is a game, an app, a shop, and a podcast – but each channel is trying to do something unique and serves a separate function. Don’t try to host your customer service, shop, corporate comms and research on the same platform – test and segment!
3. Partner with the right people. Love Island’s spokespeople and ambassadors range from former participants (like Kem Cetinay, 2017 winner) to Caroline Flack to … Stormzy. Each influencer draws in its own audience and by having these people care about the show, ITV drives viewers to the programme.
4. Interact with your fans. Love Island’s key premise is that the couple that is the most popular wins. This is determined by audience voting, which makes viewers feel personally involved. Aside from the ‘dumping’ votes, fans can vote on their favourite people, top moments and their content is often used in the show (polls are read to the participants in the villa and they often have competitions centred around user-generated social media content).
Written by Antonia Green, Account Manager