The Flack is back on ITV this summer with series 4 of Love Island. Love it or hate it, the show has received a record breaking number of viewers and it seems this year, the Love Island bug has spread further than ever.
With 3.4 million viewers tuning in to the launch show, many brands including Missguided, Rimmel, Samsung and Ministry of Sound have seen an opportunity to engage with target markets and use the islanders as influencers, allowing audiences to buy into the Love Island lifestyle – whether it’s listening to the same music, using the same make up or wearing the same swimsuit.
As the official sponsor of the show, Superdrug have launched a range of exclusive Love Island merchandise including cosmetic bags, bronzing products and make up ranges to help viewers get summer and holiday ready. To support the sponsorship, Superdrug have created a range of content marketing to stimulate interest in the products including blogs, Island news and social media posts to engage with audiences.
One of the major partnerships is undoubtedly Missguided, who have struck a deal to style the Islanders. With many of us flicking through our phones whilst watching the show, Missguided have utilised social media advertising and the Love Island app to allow viewers to shop the Islander’s outfits as they see them on screen. This includes an ‘Island Style’ section on the app and Missguided’s website itself. According to Marketing Week, Missguided have reported a huge 40% increase in sales during the evenings when Love Island is on television.
Jet2holiday is the official travel partner of this series, with many youngsters longing to jet off to Majorca and other sunny destinations in the search for love this summer. The package holiday company has used TV and digital marketing throughout the series with a competition offering money-can’t-buy tickets to the Love Island final on the Island itself.
Other partners in on the action include Lucozade, Echo Falls, Kelloggs and Samsung, who have supplied the phones for the Islander selfies and those ‘I’ve got a text!’ moments.
There’s no denying that Love Island’s success is mostly built around the appropriate partnerships which have allowed brands to join conversations in real time with those who are genuinely interested in where Dani Dyer’s dress is from and which camera phone Megan and Rosie used to take those selfies.
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