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
ITV, John Lewis and the Fortnite creative team have collaborated to develop 'I'm a celebrity Castle trials'. 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. The promotion of the new game has been released with a video from gaming YouTuber Ali-A. John Lewis & Partners are the game map’s integrated partner, as part of their Christmas campaign.
Why is this important?
In an attempt to entice a younger new audience into the show, this use of the metaverse shows the positive opportunities for TV to cross over to the metaverse and have further engagement with viewers. 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.
Facebook easing social issues ad policy
Facebook has announced a change to their social issues ad policy, allowing ads that are more product-focused to avoid their “Paid for by” disclaimer, even if it touches upon social issues. This policy was originally introduced in the wake of the 2016 US elections, to provide more transparency as to who was funding/promoting ads designed to sway public opinion.
Why is this important?
This change in policy allows brands to advocate for social issues in their advertisements without having to go through an extensive authorization process or include a disclaimer, so long as the ad in question is more heavily focused on what they are selling. This is a subjective topic so it is not entirely clear how much social advocacy is acceptable before a disclaimer is required, it will be in the hands of the Facebook ads team to take responsibility for enforcing these new rules and preventing misuse.
Advertisers can adapt to supply chain issues without pausing campaigns
The holiday shopping season is the busiest time of the year for online retailers, but this year supply chain issues coupled with heightened customer demand have put merchants and PPC professionals in a difficult position. Fortunately, there are alternatives to pausing campaigns that will also put your brand against competitors; halting campaigns altogether may result in loss of market share or brand awareness. These alternatives include focusing on the upper funnel, shifting media to promote ‘Tier 2’ products, or perhaps promoting digital goods such as gift cards.
Why is this important?
While demand is likely to level off as we move past the holidays, supply chain issues may linger and after all, if there is no inventory to sell, advertising your products will only lead to wasted budget and disappointed customers. Without a clear end in sight, retailers may consider halting their paid campaigns or even suspending their partnerships with PPC agencies, which may also have experienced similar client churn at the outset of the pandemic as well.
Women’s Aid game show ad highlights coercive control
This new campaign from Women’s Aid highlights signs of coercive control in relationships. Presented as a game show ‘Spot The Abuse’, the ad launched today on the International Day for the Elimination of Violence against Women. In a hope to raise awareness of controlling behaviours in relationships, the ad features three women who answer questions surrounding coercive control.
The campaign creates a greater understanding of how to identify, prevent and prosecute the behaviours that make up coercive control. Many women may be living with this form of abuse but be unaware. The ad will appear across Women's Aid digital and social media platforms.
