On 12 November, the main concourse of King's Cross station will be transformed into an Australian jungle, inviting passers-by to take part in the show's infamous bushtucker trials.
Those brave enough to join in will get a first hand experience of the jungle and challenges the celebrities face as they gorge on critters, face up to live snakes and hunt for stars amidst an array of jungle creatures in the 'Shed of Dread'. Those that make it through the trials will get to sit on a throne wearing the 'I'm a Celebrity' crown...but those that don't manage to complete the tasks may face the jungle jail.
The activation marks the first time experiential marketing has been used for an 'I'm a Celebrity' campaign. Speaking about the experience, Simon Ricks, marketing manager for entertainment at ITV said: "The bushtucker trials are one of the many iconic parts of the show so we’re really excited to be able to offer fans the chance to have a hands on experience as part of our campaign this year. We have created our very own urban jungle where we hope I'm a celeb fans can have some bushtucker fun."
The experience is currently being promoted on social media. Those who take part in the activation on 12 November can share their photos and experiences on social media using the hashtag #ReadyToJungle.
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