Nine has named a record five brand partners of cross-platform juggernaut Love Island Australia for its 2021 season.
This season will see Tinder, Snaffle, Showpo, Stan, Veet Men and Pointsbet join the show for its third season Down Under which is being filmed in the Byron Bay hinterland. Powered by Nine will bring to life big ideas for all five brands via unique integrated creative, in-program product placement, viewer interactivity, promotions and more.
“Every season of Love Island Australia has seen us delivering something unique in the Australian television landscape for our commercial partners,” said Liana Dubois, Director of Powered. “Love Island Australia is a demographically pure audience of 16-39-year-olds and the show delivers across both its linear channel and on broadcast-video-on-demand (BVOD) via 9Now, therefore attracting a different group of advertisers.
“This year we couldn’t be happier with the incredible brands that have embraced the show as it gears up for its third season.”
Each season of Love Island Australia has reset industry expectations for how TV shows perform in terms of cross-platform audience, with the show typically pulling a significant portion of its audience from 9Now.
In 2021, Tinder, as the Official Casting Partner, has provided an in-app experience which allowed users to fast-track their application. The show will also feature an in-show Tinder themed date and have its own integrated commercial, produced by Powered Studios, featuring ex-Islander Dom Thomas from Season 1. Click here to see the ad.
Tinder will also use Love Island Australia branding across its app, digital and socials. This will include “Swipe Island” – an in-app experience within Tinder. Fans of Love Island Australia S3 can visit this exclusive location to swipe, match and chat with each other and get the chance to engage with ex-Islanders and new Islanders as they come off this season.
Subscription ecommerce brand Snaffle will be providing a number of products throughout the show that are available to Snaffle on their website. These will include the infamous phones that Islanders receive texts on.
Clothing retailers Showpo are the Official Fashion Partner for this season, with integrations designed to help viewers “get the look” that Islanders are wearing.
Veet Men will have our male Islanders feeling their very best pampered selves, while streaming platform Stan’s in-Villa game will test our Islanders with “One of us is Lying”, themed around their newest release.
Online bookmaker Pointsbet will also have strategic commercials and billboards in and around the show.
LOVE ISLAND AUSTRALIA: MONDAY, OCTOBER 11, AT 8.45PM ON CHANNEL 9 AND 9NOW
For more information:
Head of Corporate Affairs
Monday, October 11, 2021