Oz Lotto has partnered with Network 10’s I’m a Celebrity… Get Me Out of Here! to promote its new brand platform over the summer.
The tie-up, developed by Carat and The Story Lab, marks the first integrated sponsorship of a lottery brand for both Tabcorp, owner of Oz Lotto, and Network 10.
Oz Lotto is aiming to reach consumers in a new environment through the reality TV show for its new platform “Big. Aussie. Fun”.
“As a first for both Oz Lotto and Tabcorp, we are very excited to see one of our leading brands come to life in a major Australian tentpole programme,” says Tabcorp senior marketing manager Jennifer Lyons.
“It is exciting to have the opportunity to integrate into entertainment formats such as I’m a Celebrity… Get Me Out Of Here! for the first time thanks to the collaborative efforts of Carat, The Story Lab and Network 10.”
The reality TV show, which is being filmed in Australia for the first time due to COVID-19 restrictions, launched to 1.031 million metro viewers last week. The show then dropped to 820,000 metro viewers in its second night.
“We are excited about the partnership with Oz Lotto and the creative way in which we will bring to life I’m A Celebrity… Get Me Out Of Here!,” says 10 ViacomCBS national sales director Lisa Squillace.
“We can’t wait for viewers to see the 2021 series and showcase this innovative campaign.”
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