Extra® chewing gum joins forces with Channel 4 and Lime Pictures for Celebs Go Virtual Dating

Channel 4 and Lime Pictures have partnered with Extra Chewing Gum to create a spin off series of E4’s Celebs Go Dating. Celebs Go Virtual Dating will follow celebrities as they navigate dating during lockdown and beyond.

From reflecting the explosion in online dating over the past months, to creating a series of socially distanced dates. Rob Beckett will also join providing commentary around how well (or not) the celebrities are faring.

The partnership brokered by 4Sales, Lime Pictures and MediaCom will bring a ‘virtual’ version of Celebs Go Dating to E4 viewers which will also include bespoke sponsorship idents and in show product placement. Branded social content featuring Celebs Go Virtual Dating talent will also be hosted on E4, Celebs Go Dating and Extra Chewing Gum’s social media platforms via Channel 4’s 4 Studio. Extra Chewing Gum are also planning in store activity and competitions in order to coincide with their ‘Find Your Other Half’ personalised and sharable packs, helping bring young people together.

Extra Chewing Gum have partnered with Channel 4 and Lime Pictures with the aim of bringing confidence to the lives of Gen Z in the moments they need it the most, relying on the mental confidence boost that chewing a piece of gum can bring – and felt that nowhere  would be more relevant at the moment than the world of virtual and social distanced dating.

“Extra strives to provide boosts of confidence at those mini moments of self-doubt in the dating minefield” Sasha Storey, Extra Senior Brand Manager said.

“We are thrilled to be partnering with Channel 4 and Lime Pictures around Celebs Go Virtual Dating and to help people find their perfect match. We hope to have created the perfect campaign to bring confidence to young, single and looking daters as they navigate the new world of virtual dating.

Jodie Miles, Content Lead at MediaCom added “there are new behaviours forming that present a range of new moments for Extra to bring confidence. Together we have built a campaign which spans multiple touchpoints, including TV, VOD, Product Placement, Digital, Social and In-Store”.

Sophie Lloyd, Branded Entertainment & Creative Leader at Channel 4 said: “This show is a prime example of a connected, cross-platform advertiser-funded programme with Channel 4’s editorial values at its core. We are delighted to be working with Extra for the first time - a partner who understands the power of Branded Entertainment and its activation beyond the screen.”

Sinead Dean, Senior Brand Development Manager at Lime Pictures said: “Celebs Go Dating has proved to be an incredibly successful format for E4, and we’re looking forward to reflecting the growth of online dating during lockdown on screen together with E4, 4Studio and Extra Chewing Gum this Summer via ‘Celebs Go Virtual Dating’. Together, we’ve created a truly multi-faceted and exciting branded entertainment partnership with Lime Pictures being uniquely placed to deliver activation beyond the screen to its brand partners.”

Celebs Go Dating has been E4’s most popular non-scripted show with 16-34-year-olds in 2018 and 2019, with the eighth series also proving a success, ranking as the channel’s highest rated non-scripted programme this year so far.